Effects of Celebrity Characteristics, Perceived Homophily, and Reverence on Consumer-Celebrity Para-Social Interaction and Brand Attitude

This research explored how perceived homophily and reverence of consumers bridge the gap between endorser characteristics and consumer-celebrity para-social interaction (PSI). Online surveys were utilized to collect data from consumers. The results based on structural equation modeling showed that t...

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Detalles Bibliográficos
Autores principales: Zhang, Ke, Zhang, Menghan, Li, Chao
Formato: Online Artículo Texto
Lenguaje:English
Publicado: Frontiers Media S.A. 2021
Materias:
Psychology
Acceso en línea:https://www.ncbi.nlm.nih.gov/pmc/articles/PMC8497814/
https://www.ncbi.nlm.nih.gov/pubmed/34630220
http://dx.doi.org/10.3389/fpsyg.2021.711454

Internet

https://www.ncbi.nlm.nih.gov/pmc/articles/PMC8497814/
https://www.ncbi.nlm.nih.gov/pubmed/34630220
http://dx.doi.org/10.3389/fpsyg.2021.711454

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