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My bibliography Save this articleThe Effect of Natural Celebrity–Brand Association and Para-Social Interaction in Advertising Endorsement for Sustainable Marketing
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Cited by:
- Chih-Chien Wang & Shu-Chen Chang & Pei-Ying Chen, 2021. "The Brand Sustainability Obstacle: Viewpoint Incompatibility and Consumer Boycott," Sustainability, MDPI, vol. 13(9), pages 1-23, May.
- Constantinos Nicolaou, 2022. "Generations and Branded Content from and through the Internet and Social Media: Modern Communication Strategic Techniques and Practices for Brand Sustainability—The Greek Case Study of LACTA Chocolate," Sustainability, MDPI, vol. 15(1), pages 1-28, December.
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Keywords
celebrity–brand association; real-life setting on social media; para-social interaction; sustainable marketing; self–brand connection; brand quality;All these keywords.
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