Παρακαλώ χρησιμοποιήστε αυτό το αναγνωριστικό για να παραπέμψετε ή να δημιουργήσετε σύνδεσμο προς αυτό το τεκμήριο:
https://hdl.handle.net/20.500.14279/23565
Τίτλος: | Towards a model of Consumer Engagement with Celebrity Brands | Συγγραφείς: | Zarkada, Anna K. Tzoumaka, Eugenia |
Major Field of Science: | Social Sciences | Field Category: | Economics and Business | Λέξεις-κλειδιά: | Celebrities;Branding;Consumers | Ημερομηνία Έκδοσης: | 2013 | Πηγή: | EMAC Regional Conference, 2013, 25-27 September, St. Petersburg, Russia | Link: | https://www.gsom.spbu.ru/files//4th_emac_cee_conference_2013_proceedings.pdf | Conference: | EMAC Regional Conference | Περίληψη: | Celebrities are an object as well as an instrument of marketing yet the consumer behaviour literature is focused on brands and organizations as creators of value. Despite the recent academic interest in personal branding there still is no coherent theoretical framework to explain consumer engagement with celebrities. Utilizing a cross-disciplinary review of the psychology, sociology, media, advertising and marketing literature, this paper identifies internal influences on consumer behaviour and proposes a two-dimensional approach to celebrity brands. It contributes to understanding the consumer behaviour mechanisms that elevate celebrities to role models and behaviour or attitude influencers. | URI: | https://hdl.handle.net/20.500.14279/23565 | ISBN: | 978-5-9924-0081-6 | Rights: | Ⓒ EMAC | Type: | Conference Papers | Affiliation: | Athens University of Economics and Business |
Εμφανίζεται στις συλλογές: | Δημοσιεύσεις σε συνέδρια /Conference papers or poster or presentation |
CORE Recommender
Αυτό το τεκμήριο προστατεύεται από άδεια Άδεια Creative Commons