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The Roles of Celebrity Endorsers’ and Consumers’ Vegan Identity in Marketing Communication about Veganism. Joe Phua and Jihoon (Jay) Kim

Abstract: Celebrities endorsing veganism may exert social influence on consumers’ attitude toward veganism and behavioral intention to become vegan. A between-subjects online experiment (N = 303) examined the effects of consumers’ eating habits (meat eater versus non-meat eater) and celebrities’ vegan identity (altruistic motivation versus egoistic motivation) on various outcomes of health communication about veganism. […]

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