The Dual Entertainment Theory in Celebrity Endorsements: The Role of Celebrity Worship and Profession

This study builds on entertainment and transportation theories and empirically tests a model that incorporates the effects of entertainment motives and attitudes.


  • Celebrity worshippers and nonworshippers have different motives that influence their attitudes toward endorsements so marketers should employ different strategies with each segment.
  • Celebrity profession moderates the influence of...
Not a subscriber?

Schedule your live demo with our team today