Journal article 193 views 158 downloads
How celebrity attributes damage customer–brand relationship in live streaming commerce: a dark side
Zhucheng Shao,
Jessica Sze Yin Ho,
Garry Wei-Han Tan,
Keng-Boon Ooi,
Prianka Sarker,
Yogesh Dwivedi 
Journal of Brand Management
Swansea University Author:
Yogesh Dwivedi
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Author accepted manuscript document released under the terms of a Creative Commons CC-BY licence using the Swansea University Research Publications Policy (rights retention).
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DOI (Published version): 10.1057/s41262-024-00362-z
Abstract
How celebrity attributes damage customer–brand relationship in live streaming commerce: a dark side
| Published in: | Journal of Brand Management |
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| ISSN: | 1350-231X 1479-1803 |
| Published: |
Springer Science and Business Media LLC
2024
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| Online Access: |
Check full text
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| URI: | https://cronfa.swan.ac.uk/Record/cronfa65985 |
| Tags: |
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| Keywords: |
Celebrity endorsement; Brand hate; Brand betrayal; Customer–brand relationships; S-O-R theory |
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| College: |
Faculty of Humanities and Social Sciences |