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Exploring the determinants of instagram as a social network for online consumer-brand relationship
Loureiro, Sandra Maria Correia; Sarmento, Eduardo Moraes - In: Journal of promotion management : innovations in … 25 (2019) 3, pp. 354-366
Persistent link: https://www.econbiz.de/10012179030
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Does celebrity attachment influence brand attachment and brand loyalty in celebrity endorsement? : a mixed methods study
Özer, Mehmet; Özer, Alper; Ekinci, Yuksel; Koçak, Akın - In: Psychology & marketing 39 (2022) 12, pp. 2384-2400
Persistent link: https://www.econbiz.de/10013465202
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Strategies for luxury fashion brands' targeting the young audience : how to link celebrity endorsements and brand extensions with social media
Moreno-Gavara, Carmen; Jiménez-Zarco, Ana Isabel - In: Global marketing strategies for the promotion of luxury …, (pp. 155-192). 2016
Persistent link: https://www.econbiz.de/10011484688
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I create, you create, we all create - for whom?
Kennedy, Eric - In: The journal of product & brand management 26 (2017) 1, pp. 68-79
Persistent link: https://www.econbiz.de/10011666472
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Celebrities as human brands : an inquiry on stakeholder-actor co-creation of brand identities
Centeno, Dave; Wang, Jeff Jianfeng - In: Journal of business research : JBR 74 (2017), pp. 133-138
Persistent link: https://www.econbiz.de/10011675465
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Marke Mensch : Prominente als Marken der Medienindustrie
Henkel, Sven; Hubert, Frank; Huber, Frank - 2005 - 1. Aufl.
Persistent link: https://www.econbiz.de/10002570359
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An empirical examination of human brand authenticity as a driver of brand love
Osorio, Maria Lucila; Centeno, Edgar; Cambra-Fierro, Jesus - In: Journal of business research : JBR 165 (2023), pp. 1-8
Persistent link: https://www.econbiz.de/10014332150
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The influence of parasocial relationship in fashion web on customer equity
Yuan, Chun Lin; Moon, Hakil; Kim, Kyung Hoon; Wang, Shuman - In: Journal of business research : JBR 130 (2021), pp. 610-617
Persistent link: https://www.econbiz.de/10012544888
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Celebrity brand break-up : fan experiences of para-loveshock
Jones, Scott; Cronin, James; Piacentini, Maria - In: Journal of business research : JBR 145 (2022), pp. 720-731
Persistent link: https://www.econbiz.de/10013197946
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The mediating role of brand credibility on celebrity credibility in building brand equity and immutable customer relationship
Singh, Ramendra Pratap; Banerjee, Neelotpaul - In: IIMB management review 33 (2021) 2, pp. 119-132
Persistent link: https://www.econbiz.de/10013205204