KOREASCHOLAR

CONGRUENCE IN THE DIGITAL WORLD: INVESTIGATING VIRTUAL INFLUENCER-BRAND-CUSTOMER DYNAMICS IN LUXURY ENDORSEMENTS

Xi Luo, Yangfan Cao, Jun-Hwa Cheah, Jennifer Yee-Shan
  • LanguageENG
  • URLhttp://db.koreascholar.com/Article/Detail/442897
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Global Marketing Conference
2025 Global Marketing Conference at Hong Kong (2025.07)
p.1010
글로벌지식마케팅경영학회 (Global Alliance of Marketing & Management Associations)
Keyword
Virtual InfluencerLuxury Brand EndorsementConsumer EngagementCongruence Theory
Author
  • Xi Luo(Sunway University, Malaysia)
  • Yangfan Cao(Sunway University, Malaysia)
  • Jun-Hwa Cheah(University of East Anglia, United Kingdom)
  • Jennifer Yee-Shan(University of Essex, United Kingdom)