The Dual Entertainment Theory in Celebrity Endorsements: The Role of Celebrity Worship and Profession

Subhadip Roy and Aditya Shankar Mishra

This study builds on entertainment and transportation theories and empirically tests a model that incorporates the effects of entertainment motives and attitudes.

MANAGEMENT SLANT

  • Celebrity worshippers and nonworshippers have different motives that influence their attitudes toward endorsements so marketers should employ different strategies with each segment.
  • Celebrity profession moderates the influence of...
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