... are human brands gaining academic research interest (Veloutsou and Guzman, 2017). As human brands, their lives and actions, public or private, create brand identities that, when professionally managed, create brand equity (Thomson, 2006 ; Centeno and Wang, 2017). Human brands’ conceptualization has evolved...

... and influencer marketing literature. Instagram Source credibility Human brands Native advertising Advertising skepticism Endorser-product congruity Micro-celebrities Social media is a fast-growing venue for advertising and marketing (Cooley and Parks-Yancy, 2019). To stand out in today’s...

... that use known celebrities (Fong and Wyer, 2012). The involvement or attachment with known celebrities by respondents may be a factor that determines the power of a specific human brand. By using fictitious celebrities, the effects related to human brands may have been bounded or based more on celebrity...

...Maria Lucila Osorio; Edgar Centeno; Jesus Cambra-Fierro Purpose The purpose of this study is threefold. First, human brands are conceptualized and the distinction between them and personal brands is established. Second, human-brand research is reviewed in light of a strategic brand management...