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- W3112048516 abstract "Drawing on stimulus-organism-response theory, the current paper was an investigation of the associations among a celebrity endorser’s credibility and brand affection, self-brand connection, and purchase intention along with how parasocial relationships moderate these emotion-based associations. Data from 299 Korean millennials were tested applying structural equation modeling and multi-group methods. The findings indicated that celebrity endorser’s credibility positively correlated with brand affection and self-brand connection and that they were in turn, associated with purchase intention. Furthermore, both brand affection and self-brand connection fully mediated the impact of celebrity endorser’s credibility on intention to purchase. Parasocial relationships moderated the influence on self-brand connection but not on brand affection. More precisely, the impact on self-brand connection was stronger with more parasocial relationships. The theoretical and practical contributions arising from these results are discussed." @default.
- W3112048516 created "2020-12-21" @default.
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- W3112048516 date "2020-12-17" @default.
- W3112048516 modified "2023-10-06" @default.
- W3112048516 title "The moderating role of parasocial relationships in the associations between celebrity endorser’s credibility and emotion-based responses" @default.
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- W3112048516 doi "https://doi.org/10.1080/13527266.2020.1862894" @default.
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