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

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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

언어ENG
URLhttps://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)

키워드

fashion web celebrity endorser advertising value parasocial relationship brand equity

저자

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)

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