The Creation and Management of Human Brands

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.



Citation:

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.

Authors

Marilyn Giroux, Concordia University, Canada
Bianca Grohmann, Concordia University, Canada



Volume

NA - Advances in Consumer Research Volume 41 | 2013



Share Proceeding

Featured papers

See More

Featured

Consuming Commodified Selves – Accelerated Identity Co-Construction Dynamics Through Fashion Performances on Instagram

Jonathan David Schöps, University of Innsbruck, Austria

Read More

Featured

P6. Marginal Cost Consideration

Ethan Pew, Stony Brook University
Hyunhwan Lee, University of Miami, USA

Read More

Featured

Can Fear Be Eaten? Emotional and Behavioral Consequences of Intake of Fear-inducing Food or Drink

Jiangang Du, Nankai University
Qiuying Zheng, Beijing University of Chinese Medicine
Michael K. Hui, Chinese University of Hong Kong, China
Xiucheng Fan, Fudan University, China

Read More

Engage with Us

Becoming an Association for Consumer Research member is simple. Membership in ACR is relatively inexpensive, but brings significant benefits to its members.