Keywords: Idol
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Journal Articles
Journal of Product & Brand Management (2026) 35 (6): 892–905.
Published: 25 February 2026
... with young Japanese idol fans. Study 1 examined fans of a popular idol group, measuring brand addiction, self-esteem and debt avoidance. Study 2 broadened the scope by allowing respondents to identify their preferred idols, thereby capturing more diverse fan–idol relationships. Study 3 used an experimental...

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