KOREASCHOLAR

STUDY ON THE INFLUENCING OF WEB CELEBRITY ENDORSER ON BRAND EQUITY: RESEARCH BASED ON FASHION BRANDS

Chunlin Yuan, Kyunghoon Kim, Hakil Moon, Shuman Wang, Xiaolei Yu
  • LanguageENG
  • URLhttp://db.koreascholar.com/Article/Detail/372487
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Global Fashion Management Conference
2019 Global Fashion Management Conference at Paris (2019.07)
p.323
글로벌지식마케팅경영학회 (Global Alliance of Marketing & Management Associations)
Keyword
fashion web celebrity endorseradvertising valueparasocial relationshipbrand equity
Author
  • Chunlin Yuan(Business Management Institute of Henan University, China)
  • Kyunghoon Kim(Changwon National University, Republic of Korea)
  • Hakil Moon(Eastern Michigan University, USA)
  • Shuman Wang(Henan University, China)
  • Xiaolei Yu(Business School of Henan University, China)