EFFECTS OF CELEBRITY CHARACTERISTICS, PERCEIVED HOMOPHILY, AND REVERENCE ON CONSUMER-CELEBRITY PARA-SOCIAL INTERACTION AND BRAND ATTITUDE

Effects of Celebrity Characteristics, Perceived Homophily, and Reverence on Consumer-Celebrity Para-Social Interaction and Brand Attitude

This 3 Pack Classic Tee research explored how perceived homophily and reverence of consumers bridge the gap between endorser characteristics and consumer-celebrity para-social interaction (PSI).Online surveys were utilized to collect data from consumers.The results based on structural equation modeling showed that the perceived attractiveness and e

read more