KOREASCHOLAR

CELEBRITY-CONSUMER INTERACTION AND PRODUCT INNOVATION PERFORMANCE: IS IT A MATTER OF EMOTIONS?

Xiaolei Yu, Kyunghoon Kim
  • LanguageENG
  • URLhttp://db.koreascholar.com/Article/Detail/400800
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Global Marketing Conference
2020 Global Marketing Conference at Seoul (2020.11)
p.451
글로벌지식마케팅경영학회 (Global Alliance of Marketing & Management Associations)
Keyword
celebrity-consumer interactionbrand identifyproduct innovation performance
Author
  • Xiaolei Yu(Business School of Henan University, China) Corresponding author
  • Kyunghoon Kim(Changwon National University, Republic of Korea)