These findings can help marketers’ decisions regarding when and whom to use as a celebrity endorsers by taking into account how consumers use meaning appropriated from celebrities when constructing the self.
Escalas, J.E. and Bettman, J.R. (2015), "Managing Brand Meaning through Celebrity Endorsement", Brand Meaning Management (Review of Marketing Research, Vol. 12), Emerald Group Publishing Limited, Bingley, pp. 29-52. https://doi.org/10.1108/S1548-643520150000012002
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