STUDY ON THE INFLUENCING OF PARASOCIAL RELATIONSHIP ON BRAND EQUITY IN THE VR SHOPPING ENVIRONMENT: THE MODERATING EFFECT OF ACTIVITY OF FASHION WEB CELEBRITY ENDORSER - koreascholar

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STUDY ON THE INFLUENCING OF PARASOCIAL RELATIONSHIP ON BRAND EQUITY IN THE VR SHOPPING ENVIRONMENT: THE MODERATING EFFECT OF ACTIVITY OF FASHION WEB CELEBRITY ENDORSER

Chunlin Yuan, Kyunghoon Kim, Shuman Wang, Xiaolei Yu

언어ENG
URLhttps://db.koreascholar.com/Article/Detail/372489

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Global Fashion Management Conference

2019 Global Fashion Management Conference at Paris (2019.07)
p.325

글로벌지식마케팅경영학회 (Global Alliance of Marketing & Management Associations)

키워드

attractiveness of fashion web celebrity endorser activity of fashion web celebrity endorser parasocial relationship brand equity

저자

Chunlin Yuan(Business Management Institute of Henan University, China)
Kyunghoon Kim(Changwon National University, Republic of Korea)
Shuman Wang(Henan University, China)
Xiaolei Yu(Business School of Henan University, China)

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