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

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

Xiaolei Yu, Kyunghoon Kim

언어ENG
URLhttps://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)

키워드

celebrity-consumer interaction brand identify product innovation performance

저자

Xiaolei Yu(Business School of Henan University, China) Corresponding author
Kyunghoon Kim(Changwon National University, Republic of Korea)

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