Gaga about GaGa: How is enacted celebrity branding received by its consumers.
Purpose – Researching how is celebrity marketing enacted and perceived by its consumers in the age of the social media and omnipresent media. Design/methodology/approach – The paper develops, from the point of view of the consumers, the acceptation of the narrative of the celebrity brand by its cons...
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| Format: | Dissertation (University of Nottingham only) |
| Language: | English |
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2010
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| Online Access: | https://eprints.nottingham.ac.uk/24163/ |