Celebrity endorsement, self-brand connection and consumer-based brand equity

By Abhishek Dwivedi, Lester W. Johnson, Robert E. McDonald. 2015

217 citations recorded by the source corpus.

Subfields: Marketing, Sociology and Political Science

View Paper: https://www.semanticscholar.org/paper/6744ca6689a6f6ec4a4246982493b8be5a81b8cc

How researchers see this paper

The researchers whose trusted networks rank it highest, strongest advocate first. Every researcher gets a different order.

In Marketing

1. Liezl-Marié van der Westhuizen
2. Timothy J. Lee

In Sociology and Political Science

1. Liezl-Marié van der Westhuizen
2. Timothy J. Lee

Citations in the corpus

• How Can the Celebrity Endorsement Effect Help Consumer Engagement? A Case of Promoting Tourism Products through Live Streaming (2021, background): “Later, many scholars gradually attributed source credibility and source attractiveness to the core celebrity endorsement theory [7,25,26].”
• Brand loyalty: Exploring self-brand connection and brand experience (2018, background): “…word-of-mouth (Kwon and Mattila, 2015; Sicilia et al., 2016), personal brand relational quality (Dwivedi, 2014) and post-purchase behavior (Dwivedi et al., 2015; He et al., Brand loyalty Liezl-Marié van der Westhuizen Journal of Product & Brand Management Volume 27 · Number 2 · 2018 ·…”