KOREASCHOLAR

AN EXPERIMENTAL INVESTIGATION ON MULTIPLE BRAND ENDORSEMENTS BY NON-CELEBRITY ENDORSERS ON INSTAGRAM

Juan Mundel, Tao Deng, Claire Hope
  • LanguageENG
  • URLhttp://db.koreascholar.com/Article/Detail/372501
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Global Fashion Management Conference
2019 Global Fashion Management Conference at Paris (2019.07)
pp.358-365
글로벌지식마케팅경영학회 (Global Alliance of Marketing & Management Associations)
Keyword
social mediaInstagramendorser
Table Content
ABSTRACT
 Advertising on Instagram
 Multiple Brand Endorsement
 Hedonic and Utilitarian Consumption
 Hypotheses
 Method
 References
Author
  • Claire Hope(DePaul University, USA)
  • Tao Deng(Michigan State University, USA)
  • Juan Mundel(DePaul University, USA)