KH
K. Hellen
Authored
1 records found as author
Celebrity endorsement
The effects of social comparisons on women's self-esteem and purchase intensions
In this research we investigated the interplay between celebrities holding positive vs. negative media images and women’s self-esteem and purchase intensions. Study 1 documents that “good” celebrities decrease consumers’ self-esteem while a “bad” celebrity increase self-esteem. S
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