Role of celebrity endorsement in promoting employees’ organization identification: A brand-based perspective
Celebrity endorsement has been used for decades to promote products to consumers. As employees are one of the primary stakeholders and are known as second consumers, their concerns about celebrity endorsement effectiveness and pride need attention for building their identification with an organizati...
| Main Authors: | , , , |
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| Format: | Article |
| Language: | English |
| Published: |
Frontiers Media S.A.
2022-09-01
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| Series: | Frontiers in Psychology |
| Subjects: | |
| Online Access: | https://www.frontiersin.org/articles/10.3389/fpsyg.2022.910375/full |