Most marketing researchers with an interest in the mythic machinations of celebrity culture assume that being implicated in a scandal is detrimental to long-term brand-building efforts. However, our premise is that this assumption is often misguided. We argue that celebrities who court scandal...

Purpose – To critically examine the current definitions of key constructs of the technology acceptance model (TAM) in a consumer technology-based service. Design/methodology/approach – Two qualitative research studies were undertaken that encouraged consumers to reflect upon their text...