Please use this identifier to cite or link to this item:
https://hdl.handle.net/20.500.14279/23565
DC Field | Value | Language |
---|---|---|
dc.contributor.author | Zarkada, Anna K. | - |
dc.contributor.author | Tzoumaka, Eugenia | - |
dc.date.accessioned | 2021-11-02T12:37:31Z | - |
dc.date.available | 2021-11-02T12:37:31Z | - |
dc.date.issued | 2013 | - |
dc.identifier.citation | EMAC Regional Conference, 2013, 25-27 September, St. Petersburg, Russia | en_US |
dc.identifier.isbn | 978-5-9924-0081-6 | - |
dc.identifier.uri | https://hdl.handle.net/20.500.14279/23565 | - |
dc.description.abstract | 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. | en_US |
dc.format | en_US | |
dc.language.iso | en | en_US |
dc.rights | Ⓒ EMAC | en_US |
dc.rights.uri | http://creativecommons.org/licenses/by-nc-nd/4.0/ | * |
dc.subject | Celebrities | en_US |
dc.subject | Branding | en_US |
dc.subject | Consumers | en_US |
dc.title | Towards a model of Consumer Engagement with Celebrity Brands | en_US |
dc.type | Conference Papers | en_US |
dc.link | https://www.gsom.spbu.ru/files//4th_emac_cee_conference_2013_proceedings.pdf | en_US |
dc.collaboration | Athens University of Economics and Business | en_US |
dc.subject.category | Economics and Business | en_US |
dc.country | Greece | en_US |
dc.subject.field | Social Sciences | en_US |
dc.relation.conference | EMAC Regional Conference | en_US |
cut.common.academicyear | 2012-2013 | en_US |
item.fulltext | No Fulltext | - |
item.cerifentitytype | Publications | - |
item.grantfulltext | none | - |
item.openairecristype | http://purl.org/coar/resource_type/c_c94f | - |
item.openairetype | conferenceObject | - |
item.languageiso639-1 | en | - |
crisitem.author.dept | Department of Communication and Marketing | - |
crisitem.author.faculty | Faculty of Communication and Media Studies | - |
crisitem.author.orcid | 0000-0002-9382-6412 | - |
crisitem.author.parentorg | Faculty of Communication and Media Studies | - |
Appears in Collections: | Δημοσιεύσεις σε συνέδρια /Conference papers or poster or presentation |
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