The Creation and Management of Human Brands

Marilyn Giroux, Concordia University, Canada
Bianca Grohmann, Concordia University, Canada
Celebrities are often the center of marketing campaigns and companies are working hard to establish relationships between consumers and human brands. The goal of this research is to create a measure of the strength of human brands and relate human brands to consumers’ relationships to celebrities, endorsements and co-branding opportunities.
[ to cite ]:
Marilyn Giroux and Bianca Grohmann (2013) ,"The Creation and Management of Human Brands", in NA - Advances in Consumer Research Volume 41, eds. Simona Botti and Aparna Labroo, Duluth, MN : Association for Consumer Research.