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Showing 1 to 1 of 1 for “"Celebrity Brands"”.
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CONSUMERS AND THEIR CELEBRITY BRANDS: HOW NARRATIVES IMPACT ATTACHMENT THROUGH COMMUNAL RELATIONSHIP NORMS
… this research project, celebrities are viewed as brands in and of themselves, and accordingly, are examined through the prism of marketing's brand relationship literature. Drawing upon that literature and narrative transportation theory, a theoretical model of the celebrity brand attachment …