Consumers and Their Celebrity Brands: How Narratives Impact Attachment Through Communal Relationship Norms

Bennie Eng, Marshall University
Cheryl Burke Jarvis, Southern Illinois University
Despite pervasive consumer and marketer interest in celebrities, little is known about how they build relationships with consumers. A theoretical model of celebrity brand attachment is developed based on narrative transportation theory. Two experiments demonstrate that various celebrity brand narrative types differentially affect relationship norm communality and, ultimately, consumer attachment.
[ to cite ]:
Bennie Eng and Cheryl Burke Jarvis (2015) ,"Consumers and Their Celebrity Brands: How Narratives Impact Attachment Through Communal Relationship Norms", in NA - Advances in Consumer Research Volume 43, eds. Kristin Diehl and Carolyn Yoon, Duluth, MN : Association for Consumer Research, Pages: 784-784.