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Celebrity co-creator or celebrity endorser? Exploring mediating and moderating factors in Marcom decision
(WILEY, 2023-12-19)
The present research delves into the concept of celebrity co‐creation from theconsumer behavior perspective. It explores the impact of the degree of a celebrity'sinvolvement with a brand (celebrity as an endorser vs. ...
Celebrity co‐creator or celebrity endorser? Exploringmediating and moderating factors in Marcom decision
(Wiley, 2023-12-19)
The present research delves into the concept of celebrity co‐creation from the consumer behavior perspective. It explores the impact of the degree of a celebrity's involvement with a brand (celebrity as an endorser vs. ...