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Keywords: Parasocial relationships
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Journal Articles
Journal:
Measuring Business Excellence
Measuring Business Excellence (2026) 30 (1): 46–71.
Published: 07 October 2025
... identified various critical determinants during the review, including attractiveness, expertise, congruence, parasocial relationships, trust, sponsorship disclosure, purchase intention and brand attitude. This paper reveals various antecedents, such as congruence, homophily, sponsorship disclosure...
