Journal article 119 views 60 downloads
How celebrity attributes damage customer–brand relationship in live streaming commerce: a dark side
Journal of Brand Management
Swansea University Author:
Yogesh Dwivedi
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PDF | Accepted Manuscript
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: |
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URI: | https://cronfa.swan.ac.uk/Record/cronfa65985 |
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v2 65985 2024-04-09 How celebrity attributes damage customer–brand relationship in live streaming commerce: a dark side d154596e71b99ad1285563c8fdd373d7 0000-0002-5547-9990 Yogesh Dwivedi Yogesh Dwivedi true false 2024-04-09 CBAE Journal Article Journal of Brand Management 0 Springer Science and Business Media LLC 1350-231X 1479-1803 Celebrity endorsement; Brand hate; Brand betrayal; Customer–brand relationships; S-O-R theory; Customer–brand relationships 4 5 2024 2024-05-04 10.1057/s41262-024-00362-z COLLEGE NANME Management School COLLEGE CODE CBAE Swansea University 2024-05-28T15:41:37.0174349 2024-04-09T12:32:03.3985563 Faculty of Humanities and Social Sciences School of Management - Business Management Zhucheng Shao 1 Jessica Sze Yin Ho 2 Garry Wei-Han Tan 3 Keng-Boon Ooi 4 Prianka Sarker 5 Yogesh Dwivedi 0000-0002-5547-9990 6 65985__29956__c48480219bd34992a27cbacf02790125.pdf RIS Manuscript FINL.pdf 2024-04-09T12:36:05.1408557 Output 703664 application/pdf Accepted Manuscript true Author accepted manuscript document released under the terms of a Creative Commons CC-BY licence using the Swansea University Research Publications Policy (rights retention). true eng https://creativecommons.org/licenses/by/4.0/deed.en |
title |
How celebrity attributes damage customer–brand relationship in live streaming commerce: a dark side |
spellingShingle |
How celebrity attributes damage customer–brand relationship in live streaming commerce: a dark side Yogesh Dwivedi |
title_short |
How celebrity attributes damage customer–brand relationship in live streaming commerce: a dark side |
title_full |
How celebrity attributes damage customer–brand relationship in live streaming commerce: a dark side |
title_fullStr |
How celebrity attributes damage customer–brand relationship in live streaming commerce: a dark side |
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How celebrity attributes damage customer–brand relationship in live streaming commerce: a dark side |
title_sort |
How celebrity attributes damage customer–brand relationship in live streaming commerce: a dark side |
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Yogesh Dwivedi |
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Zhucheng Shao Jessica Sze Yin Ho Garry Wei-Han Tan Keng-Boon Ooi Prianka Sarker Yogesh Dwivedi |
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Journal of Brand Management |
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Springer Science and Business Media LLC |
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