Atefeh Yazdanparast has a paper accepted for publication in Psychology & Marketing
Posted: Thursday, June 27, 2019
Atefeh Yazdanparast, Associate Professor of Marketing, has a paper accepted for publication in Psychology & Marketing.
The paper titled "Investigating the Marketing Impact of Consumers’ Connectedness to Celebrity Endorsers" is grounded in parasocial relationship and social connectedness theories and tests a model of connectedness to the celebrity, attitude towards the celebrity, receptivity towards the celebrity-endorsed message, and purchase intention of the celebrity-endorsed market offering using a structural equation modeling approach.
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