Idolizing “My Love from the Star”: Idol attachment and fanaticism of luxury brands
This study examines the influence of idol attachment and consumer fanaticism on consumers’ attitude toward celebrity product placement of luxury fashion brands in Korean television dramas. A 2 × 2 research design was used to examine two different product categories (fashion apparel vs. fashion acces...
| Main Authors: | , , |
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| Format: | Journal Article |
| Published: |
John Wiley & Sons
2018
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| Online Access: | http://hdl.handle.net/20.500.11937/73300 |