Wohlfeil, Markus; Patterson, Anthony; Gould, Stephen J. - In: European Journal of Marketing 53 (2019) 10, pp. 2025-2053
Purpose: This paper aims to explain a celebrity’s deep resonance with consumers by unpacking the individual constituents of a celebrity’s polysemic appeal. While celebrities are traditionally theorised as unidimensional semiotic receptacles of cultural meaning, the authors conceptualise...