Affective spillover: How celebrity endorsements influence consumers’ online brand defense
Cheuk Hang Au, Gerrard Li, Chen-Yuen Kang, Kevin K.W. Ho
In an era where digital interactions shape consumer behavior, understanding the mechanisms behind electronic word-of-mouth (eWOM) is paramount. Traditional frameworks emphasize rational processing, yet the influence of affective spillovers offers deeper insights into consumer attitudes towards brands. This study investigates how consumers’ …
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