The Moderating Effect of Attachment Styles on the Relationship Between Celebrity Credibility and Brand Attachment
Abstract
The current study aims to address the triadic relationship among the celebrity endorser, consumer and brand. The objective of this study is to investigate the influence of moderating role of attachment style dimensions on the relationship between the celebrity endorser traits and brand attachment. This study applies associative network theory and attachment theory to build the theoretical framework of the study. Data were gathered using a sample...
Paper Details
Title
The Moderating Effect of Attachment Styles on the Relationship Between Celebrity Credibility and Brand Attachment
Published Date
Sep 29, 2021
Journal
Pages
097215092110443 - 097215092110443
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