Measuring celebrity singer image

Celebrity singer worship transcends social hierarchies. The celebrity singer image is a construct including the facets of being professional, stylish, diverse and renowned, created and evoked in consumers’ minds to differentiate a brand and influence consumers’ brand preference.

Measuring celebrity singer image

Su-Jen Chuang

Hsing Wu University

Cherng G. Ding

National Chiao Tung University

Introduction

There is substantial evidence suggesting that celebrity worship is all-pervasive in contemporary societies; at least one in three people engages in celebrity worship in some form or another (Hills 2002; Maltby et al. 2002). More than 75% of young adults surveyed have been strongly attracted to one or more celebrities, especially musicians and movie stars, at some point of time in their lives (Boon & Lomore 2001). A person who worships a celebrity singer is often basing judgement on observation of trait-like...

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