From brands to celebrities: how para-social brand interactions relate to positive WOM

This study examines the often-overlooked influence of brand endorsements on the public perception of promoting celebrities. Grounded in Para-social Interaction Theory, this study examines how consumers’ para-social relationships with brands indirectly influence their propensity to disseminate positive word-of-mouth (WOM) regarding celebrities. Using a sequential mixed-methods approach, including a survey (n = 485) and in-depth interviews (n = 40), the findings reveal that consumers’ para-social relationships with brands are positively associated with their likelihood of engaging in positive WOM about endorsing celebrities driven by self-enhancement motives. However, this effect diminishes when consumers have a strong emotional attachment to a celebrity. This research advances branding literature by illustrating how brand perceptions can enhance a celebrity’s image through self-image augmentation. It also extends endorsement research by identifying the conditions under which celebrities can strategically manage their public image through brand partnerships, particularly when consumer attachment to the celebrity is low.