Browsing Management & Marketing by Subject "Identification"
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Celebrity endorsements: Investigating the interactive effects of internalization, identification and product type on consumers’ attitudes and intentions
(2021 , Article)In line with Kang and Herr's work (2006), this research questions the ELM's contention that celebrity credibility serves foremost as a peripheral element in a persuasive communication context. Nevertheless, in a different ... -
Customer relationship building: The role of brand attractiveness and consumer-brand identification
( Elsevier B.V. , 2016 , Article)Building enduring relationships with consumers is a key marketing objective for most firms, but how can they develop such relationships? Drawing on social identity and self-verification theories, this research postulates ...