{"title":"I think I can, I think I can; A qualitative investigation of celebrity endorsement and meaning transfer’s role in building consumer self confidence","authors":"Delancy H.S. Bennett, Cecilia Ruvalcaba","doi":"10.1080/21639159.2023.2290505","DOIUrl":null,"url":null,"abstract":"While prior research has highlighted the use of product purchases to build one’s self-confidence or has highlighted the ability of a celebrity endorsement to increase consumers’ confidence in their...","PeriodicalId":45711,"journal":{"name":"Journal of Global Scholars of Marketing Science","volume":"50 1","pages":""},"PeriodicalIF":1.9000,"publicationDate":"2024-03-03","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":"0","resultStr":null,"platform":"Semanticscholar","paperid":null,"PeriodicalName":"Journal of Global Scholars of Marketing Science","FirstCategoryId":"1085","ListUrlMain":"https://doi.org/10.1080/21639159.2023.2290505","RegionNum":0,"RegionCategory":null,"ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":null,"EPubDate":"","PubModel":"","JCR":"Q3","JCRName":"BUSINESS","Score":null,"Total":0}
引用次数: 0
Abstract
While prior research has highlighted the use of product purchases to build one’s self-confidence or has highlighted the ability of a celebrity endorsement to increase consumers’ confidence in their...
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