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How celebrity attributes damage customer–brand relationship in live streaming commerce: a dark side

Author

Listed:
  • Zhucheng Shao

    (Heriot-Watt University Malaysia)

  • Jessica Sze Yin Ho

    (Heriot-Watt University Malaysia)

  • Garry Wei-Han Tan

    (UCSI University
    The University of Jordan
    Swinburne University of Technology Sarawak Campus)

  • Keng-Boon Ooi

    (UCSI University
    Swinburne University of Technology Sarawak Campus
    FORE School of Management
    Chang Jung Christian University)

  • Prianka Sarker

    (Manchester Metropolitan University)

  • Yogesh K. Dwivedi

    (Swansea University – Bay Campus
    Symbiosis International (Deemed University))

Abstract

This study examines the effect of celebrity attributes on customer–brand relationships from a dark side in live streaming commerce by extending a Stimulus-Organism-Response theory. An online self-administered questionnaire was conducted to collect the data with 317 valid replies and analyse it using a multi-analytical hybrid structural equation modelling–artificial neural network approach. The results reveal that, in addition to a positive correlation from brand betrayal to brand hate, a negative reputation can drive both brand betrayal and brand hate, while advertisement inauthenticity and expertise scarcity induce brand betrayal only. In turn, brand hate can generate all the negative outcomes, while brand betrayal cannot lead to brand revenge and retaliation. The study implications enrich the extant literature on customer–brand relationships and live streaming commerce, reveal the stimuli in celebrity attributes and responses in brand outcomes and highlight the effect of brand betrayal and brand hate that bridge stimuli and responses. The practical implications suggest practitioners focus on a high congruence between celebrities and brands when adopting endorsements, building a continual consumer–brand relationship and proper remedy. The originality of this research is the higher-order construct of brand hate and integrated brand outcomes.

Suggested Citation

  • Zhucheng Shao & Jessica Sze Yin Ho & Garry Wei-Han Tan & Keng-Boon Ooi & Prianka Sarker & Yogesh K. Dwivedi, 2024. "How celebrity attributes damage customer–brand relationship in live streaming commerce: a dark side," Journal of Brand Management, Palgrave Macmillan, vol. 31(6), pages 593-615, November.
    • Handle: RePEc:pal:jobman:v:31:y:2024:i:6:d:10.1057_s41262-024-00362-z
    DOI: 10.1057/s41262-024-00362-z
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