...Chris Hackley; Rungpaka Amy Hackley; Dina H. Bassiouni Purpose The purpose of this paper is to explore the implications of the selfie for marketing management in the era of celebrity. The purpose is to show that the facilitation of the creative performance of consumer identity is a key element...

...Debasis Pradhan; Vikram Kapoor; Tapas Ranjan Moharana Purpose The purpose of this paper is to examine the impact of user gender, celebrity gender, and celebrity-user gender congruity on celebrity personality-user personality (CP-UP) congruity, and consequently, brand purchase intention (BPI...