Building “Pyramid of Oneness” - Delineating Differences Among Human Brands, Celebrities and Person-Brands
A conceptual framework that delineates the differences between human brands, celebrities, and person-brands is built based on the theory of development of trust in relationships. Further, the distinct nature of meaning provision and the types of equity earned by the popular person at each of these stages is described.
Karthik Selvanayagam and Varisha Rehman (2020) ,"Building “Pyramid of Oneness” - Delineating Differences Among Human Brands, Celebrities and Person-Brands", in NA - Advances in Consumer Research Volume 48, eds. Jennifer Argo, Tina M. Lowrey, and Hope Jensen Schau, Duluth, MN : Association for Consumer Research, Pages: 669-670.
Karthik Selvanayagam, Indian Institute of Technology, Madras
Varisha Rehman, Indian Institute of Technology, Madras
NA - Advances in Consumer Research Volume 48 | 2020
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