Idolizing “My Love from the Star”: Idol attachment and fanaticism of luxury brands

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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...

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Bibliographic Details
Main Authors:	Cheah, Isaac, Liang, J., Phau, Ian
Format:	Journal Article
Published:	John Wiley & Sons 2018
Online Access:	http://hdl.handle.net/20.500.11937/73300

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