Wang, Stephen W.; Ngamsiriudom, Waros - In: Journal of Service Theory and Practice 25 (2015) 1, pp. 75-94
, subjective norms, perceived behavioral control and celebrity worship − on purchase intention. Findings – The results revealed … significant positive relationships between all four antecedents and purchase intention. Furthermore, celebrity worship changed the …-amount souvenirs for their patronage. The results also demonstrate that celebrity worship has a significantly moderating effect on …