Literary celebrity, tourists' self-destination connection, and brand engagement: Based on a marketing perspective of celebrity endorsement effects
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DOI: 10.1016/j.jhtm.2021.06.013
Abstract: Abstract Despite the growing role of celebrity effects in shaping favorable tourist reactions to destination brands, little is known about how the construct is structured or functions in destination settings or niche tourism contexts. In… read more here.
Keywords: brand engagement; celebrity; connection brand; brand ... See more keywords