Does celebrity attachment influence brand attachment and brand loyalty in celebrity endorsement? : a mixed methods study
Mehmet Özer, Alper Özer, Yuksel Ekinci, Akın Koçak
| Year of publication: |
2022
|
|---|---|
| Authors: | Özer, Mehmet ; Özer, Alper ; Ekinci, Yuksel ; Koçak, Akın |
| Published in: |
Psychology & marketing. - New York, NY : Wiley Interscience, ISSN 1520-6793, ZDB-ID 2002068-5. - Vol. 39.2022, 12, p. 2384-2400
|
| Subject: | brand attachment | brand loyalty | brand quality | celebrity attachment | celebrity endorsement | self-congruence | social media influencers (SMIs) | Celebrity-Werbung | Celebrity endorsement | Konsumentenverhalten | Consumer behaviour | Werbewirkung | Advertising effects | Beziehungsmarketing | Relationship marketing | Markentreue | Brand loyalty | Markenführung | Brand management | Social Web | Social web | Markenimage | Brand image | Markenartikel | Brand | Influencer |
| Type of publication: | Article |
|---|---|
| Type of publication (narrower categories): | Aufsatz in Zeitschrift ; Article in journal |
| Language: | English |
| Other identifiers: | 10.1002/mar.21742 [DOI] |
| Source: | ECONIS - Online Catalogue of the ZBW |
Persistent link: https://www.econbiz.de/10013465202