Defining the Brand Hero: Explorations of the Impact of Brand Hero Credibility on a Brand Community
This article presents a definition of brand hero based on the literature surrounding celebrity endorsement with particular emphasis on source credibility and attractiveness. Three brand communities and their brand hero(es) were analyzed using an ethnographic- grounded theory approach. Findings indicate that brand hero credibility does not solely include expertness, trustworthiness and attractiveness but is complicated by the inter-relationship between the brand, community and hero to include...[Show more]
|Collections||ANU Research Publications|
|Source:||Advances in Consumer Research|
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