engleski

Some psychological aspects of celebrity marketing

When planning or conducting celebrity marketing psychological aspects have to be carefully taken into account. The results of the researches show that there are strong emotional bounds being created in the interaction between a celebrity and fans. These emotional bounds can be so strong that some fans compare them with those they cherish for their family members or even their children. This becomes a somewhat strange connection since there is mostly no true, real life interaction or relationship between some celebrity and his/her fan. However there is a true feeling of intimacy created with fans. The reasons for such behavior lie in the psychological needs for identification with a celebrity.

emotional bounds ; psychological needs ; identification ; commtiment.

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