An integrative approach to examining the celebrity endorsement process in shaping affective destination image: A K-pop culture perspectives - ScienceDirect
Endorsers' attractiveness is an image with symbolic benefits, based on which consumers are likely to infer that the endorsed brand shares associated attractiveness with the endorser (Keller, 1993). The endorser–destination image transfer is important in tourism (Glover, 2009; Lee & Jeong, 2023), not only because of the general significance in all industries, which is shaping brand perceptions by virtue of consumers' perceptions of the endorsers (Carrillat et al., 2010), but also due to the destination image's widely-recognized importance, e.g. tourists' destination selection mainly relies on the destination image (Chon, 1990), and the endorser image is an important source of destination image (Yang et al., 2023). However, there is a research gap in terms of the specific type of image and the detailed process of transfer, as well as unique insights into the activities of streamers. In brand live-streaming, streamers can promote products to consumers through good expressive abilities, an
Explore this link on the map →