Idol Worship: How Does It Influence Fan Consumers’ Brand Loyalty?

The brand loyalty of fan consumers can be influenced by idol worship if certain celebrity figures are linked with a brand. Collaborating with idols is an effective marketing strategy that many companies use to enhance their appeal to fan consumers and increase their brand equity. Fan consumers demon...

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Detalles Bibliográficos
Autores principales: Chen, Libin, Chen, Guanhong, Ma, Shuxu, Wang, Shuo
Formato: Online Artículo Texto
Lenguaje:English
Publicado: Frontiers Media S.A. 2022
Materias:
Psychology
Acceso en línea:https://www.ncbi.nlm.nih.gov/pmc/articles/PMC9093141/
https://www.ncbi.nlm.nih.gov/pubmed/35572290
http://dx.doi.org/10.3389/fpsyg.2022.850670

Internet

https://www.ncbi.nlm.nih.gov/pmc/articles/PMC9093141/
https://www.ncbi.nlm.nih.gov/pubmed/35572290
http://dx.doi.org/10.3389/fpsyg.2022.850670

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