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Purpose The purpose of this paper is to investigate the role of emotional brand attachment in consumers’ evaluation of new products that represent technological innovation. Design/methodology/approach A quantitative study was conducted using survey data from a nationally representative probability sample of US consumers (n = 624) to understand the role of emotional brand attachment in the context of consumers’ evaluation of really new products (RNPs). A framework was developed and tested using structural equation modeling that included emotional brand attachment, brand trust, product incongruity, product familiarity, perceived risk, willingness to try, product evaluation and word-of-mouth intentions. Findings The results support the role of emotional brand attachment in the diffusion of RNPs. Specifically, results indicated that increased brand attachment reduces consumers’ perceived risk associated with a RNP and increases brand trust. Both constructs played a key role in shaping willingness to try the innovation, word-of-mouth intentions and product evaluation. Findings of this paper add explanatory power to demand-prediction models that more accurately describe the mechanism of the innovation adoption process. For marketing managers, the results emphasize the importance of consumer–brand emotional connections. Research limitations/implications The paper used a cross-sectional design; it would be interesting to use a longitudinal design to examine if the role of emotional brand attachment changes over time and how the changes might impact consumers’ perceptions and behaviors in the context of RNPs. Originality/value This is the first paper to explore the role of emotional brand attachment in the context of RNPs and consumers’ potential behavioral outcomes.

Consumers enjoy following famous media personalities, discovering details about their habits, food preferences, or designer brands that they wear. Consumers model their consumption behaviors based on their favorite celebrities' preferences. Marketers are aware of such celebrity admiration and frequently use celebrities as part of marketing communication strategies. Grounded in parasocial relationship and social connectedness theories, this study tests a model of connectedness to the celebrity, attitude toward the celebrity, receptivity toward the celebrity-endorsed message, and purchase intentions of the celebrity-endorsed market offering. These relationships were investigated using structural equation modeling. The findings indicate an individual's level of connectedness to their favorite celebrity is positively linked with both their receptivity toward the celebrity-endorsed message and purchase intentions of the celebrity-endorsed market offering. On the theoretical side, the integration of parasocial relationship and social connectedness theories explain the processes through which celebrity endorsements impact consumers'attitudes and behaviors. On the practical side, the findings suggest marketers should carefully choose the best celebrity endorsers for advertisements after considering how constituents from within their key target markets are likely to connect with the chosen celebrity. However, beyond consumers' connectedness to the celebrity, the findings also suggest that receptivity toward the celebrity-endorsed message is an essential link to purchase intentions of the endorsed offering. K E Y W O R D S attitude toward endorser, celebrity endorser, connectedness, parasocial relationships, purchase intentions, receptivity toward message, social connectedness

Reality television programming (RTVP) was once simply an innovative entertainment phenomenon. But RTVP also has recently evolved into a mainstream promotional platform. Two new forms of celebrities arose during this progression: “reality” and “celebreality” stars. This study, which is grounded in connectedness theory, addresses an unresolved issue related to the use of celebrity endorsers, that is, how endorsers’ status as reality or celebreality stars influences viewers’ perceptions of, beliefs about, and purchase intentions toward products they endorse. These relationships were examined through SEM, as were the effects of viewers’ connectedness to RTVP stars and their perceptions regarding whether RTVPs are authentic. Four primary findings emerged. The observation that reality impacted viewer connectedness and that connectedness and authenticity impacted viewers’ purchase intentions (endorsement effectiveness) revealed various practical and theoretical contributions, as did the observation that endorsers’ celebreality or reality star status moderated each of these relationships.