The main objective of this research is to investigate the triadic relationship among celebrity worship, self-brand connection and brand equity. Specifically, it aims to investigate the role of self-brand connections as a mediating variable in the relationship between celebrity worship and brand equity. The results of the conditional process analysis revealed that celebrity worship influences brand equity through direct as well as indirect pathways. It reveals that there is a direct and positive influence of celebrity worship on brand equity. It also finds that the consumer self-brand connection mediated the effect of celebrity worship on brand equity, extending support for the indirect influence on brand equity enrichment. The findings of the study offer key insights for academicians and marketing practitioners. It is one of the pioneering studies in the field of celebrity worship which helps academicians decipher the impact of celebrity as idols on the endorsed brand equity. Brand managers can use the findings for targeting niche consumer segments who are celebrity worshippers as they are more likely to remain loyal to the brand. They can also benefit from developing relationships with consumers as these may transform into long-lasting benefits for the brand.

这项研究的主要目的是调查名人崇拜，自我品牌联系和品牌资产之间的三元关系。具体而言，它旨在调查自品牌联系在名人崇拜与品牌资产之间的关系中作为中介变量的作用。条件过程分析的结果表明，名人崇拜通过直接和间接途径影响品牌资产。它表明，名人崇拜对品牌资产有直接和积极的影响。研究还发现，消费者的自品牌关系可以介导名人崇拜对品牌资产的影响，从而扩展了对品牌资产丰富度间接影响的支持。该研究的发现为院士和市场从业人员提供了重要的见识。这是名人崇拜领域的开创性研究之一，它可以帮助院士破译名人偶像名人对认可品牌资产的影响。品牌经理可以将调查结果定位为名人崇拜者的利基消费者群体，因为他们更可能忠于品牌。他们也可以从与消费者的关系发展中受益，因为这些关系可能会转化为品牌的长久利益。