Purpose This paper explores the driving factors of parasocial relationship (PSR) in the virtual reality (VR) shopping environment, and how this relationship affects brand equity. The study also investigates the moderating role of the celebrity endorser dynamism (CED) in the relationship between...

The literature documents hump-shaped life-time consumption profiles for individuals. Based on evidence found by prior sociological and psychological studies, we argue that individuals' age-dependent demands for conveying social statuses could be a novel factor that contributes to this pattern....