Beauty and the brands : the interplay of celebrity attractiveness, brand envy, and social comparison in shaping masstige brand passion in hospitality
Year of publication: |
2024
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Authors: | Gilal, Rukhsana Gul ; Gilal, Faheem Gul ; Gilal, Naeem Gul |
Published in: |
The journal of brand management : an international journal. - Basingstoke : Palgrave Macmillan, ISSN 1479-1803, ZDB-ID 2039460-3. - Vol. 31.2024, 3, p. 251-264
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Subject: | Brand envy | Masstige brand passion | Physical attractiveness of celebrity | Social comparison orientation | Markenführung | Brand management | Celebrity-Werbung | Celebrity endorsement | Markenartikel | Brand | Konsumentenverhalten | Consumer behaviour | Emotion | Markenimage | Brand image |
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