Bad Celebrities Are Good? the Effects of Celebrity Image on Consumer Self-Esteem and Purchase Intensions

In three studies, this research taps into understanding the effects of celebrity type on consumers’ self-esteem and purchase intensions. We find that celebrities influence consumers’ self-esteem, and that bad celebrities (vs. good celebrities) actually have a positive influence on purchase intentions by enhancing (vs. diminishing) consumers’ self-esteem.



Citation:

Maria Sääksjärvi, Katarina Hellen, and George Balabanis (2013) ,"Bad Celebrities Are Good? the Effects of Celebrity Image on Consumer Self-Esteem and Purchase Intensions", in E - European Advances in Consumer Research Volume 10, eds. Gert Cornelissen, Elena Reutskaja, and Ana Valenzuela, Duluth, MN : Association for Consumer Research, Pages: 206-207.

Authors

Maria Sääksjärvi, Delft University of Technology, The Netherlands
Katarina Hellen, University of Vaasa, Finland
George Balabanis, City University, The UK



Volume

E - European Advances in Consumer Research Volume 10 | 2013



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