HIGHLIGHTS
- who: Libin Chen from the Business School, Beijing Technology and Business University, Beijing, China have published the paper: Idol Worship: How Does It Influence Fan Consumers` Brand Loyalty?, in the Journal: (JOURNAL)
- what: The authors depend on literature research to summarize the influence of idolatry on fan consumers in brand consumption and use empirical research to explore the influence mechanism. In what follows, the authors explore whether the emotional attachment between fans and idols affects the relationship between fans and idol-endorsed brands. This study proposes the following hypothesis: of self-actualization and relational needs . . .
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