Mediating influences in intracommunity brand engagement: The performance of brand faces and brand heroes on the brand stage
This thesis explores the relationship that forms between brand communities and those faces and heroes that represent the brand organisation. Previous research has focused on the direct relationships that individuals form with celebrities in the form of imagined parasocial or pseudo-relationships. The marketing literature has focused on the influence those celebrities external to the organisation have in endorsing brands, considering endorser credibility, attractiveness and meanings. However,...[Show more]
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|02Whole_Eagar.pdf||Whole Thesis||908.98 kB||Adobe PDF|
|01Front_Eagar.pdf||Front Matter||117.62 kB||Adobe PDF|
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