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CONGRUENCE IN THE DIGITAL WORLD: INVESTIGATING VIRTUAL INFLUENCER-BRAND-CUSTOMER DYNAMICS IN LUXURY ENDORSEMENTS
Xi Luo, Yangfan Cao, Jun-Hwa Cheah, Jennifer Yee-Shan
Language
ENG
URL
http://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 Influencer
Luxury Brand Endorsement
Consumer Engagement
Congruence 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)