Celebrities As Brand Shields: The Role of Parasocial Relationships in Dampening Negative Consequences from Brand Transgressions
Author:
Affiliation:
1. UCSI Graduate Business School, UCSI University, Kuala Lumpur, Malaysia
2. University of Rhode Island, Kingston, Rhode Island, USA
Publisher
Informa UK Limited
Subject
Marketing,Communication,Business and International Management
Link
https://www.tandfonline.com/doi/pdf/10.1080/00913367.2022.2066034
Reference84 articles.
1. When Good Brands Do Bad
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4. Celebrity endorsement in social media contexts: understanding the role of parasocial interactions and the need to belong
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