How celebrity attributes damage customer-brand relationship in live streaming commerce : a dark side
Zhucheng Shao, Jessica Sze Yin Ho, Garry Wei-Han Tan, Keng-Boon Ooi, Prianka Sarker, Yogesh K. Dwivedi
| Year of publication: |
2024
|
|---|---|
| Authors: | Shao, Zhucheng ; Ho, Jessica Sze Yin ; Tan, Garry Wei-Han ; Ooi, Keng-Boon ; Sarker, Prianka ; Dwivedi, Yogesh K. |
| Subject: | Brand betrayal | Brand hate | Celebrity endorsement | Customer-brand relationships | S-O-R theory | Celebrity-Werbung | Konsumentenverhalten | Consumer behaviour | Markenführung | Brand management | Markenartikel | Brand | Beziehungsmarketing | Relationship marketing | Markenimage | Brand image | Werbewirkung | Advertising effects |
Online Resource
| Type of publication: | Article |
|---|---|
| Type of publication (narrower categories): | Aufsatz in Zeitschrift ; Article in journal |
| Language: | English |
| Other identifiers: | 10.1057/s41262-024-00362-z [DOI] |
| Source: | ECONIS - Online Catalogue of the ZBW |
Persistent link: https://www.econbiz.de/10015192487