BALANCING LUXURY AND SUSTAINABILITY: THE ROLE OF AI INFLUENCER MESSAGING AND TRADE-OFF DISCOMFORT IN SHAPING ATTITUDE TOWARD BRAND - koreascholar

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BALANCING LUXURY AND SUSTAINABILITY: THE ROLE OF AI INFLUENCER MESSAGING AND TRADE-OFF DISCOMFORT IN SHAPING ATTITUDE TOWARD BRAND

Qi Jiang, Joonheui Bae, Sang Chul Son, Kyung Hoon Kim

언어ENG
URLhttps://db.koreascholar.com/Article/Detail/442698

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Global Marketing Conference

2025 Global Marketing Conference at Hong Kong (2025.07)
pp.603-606

글로벌지식마케팅경영학회 (Global Alliance of Marketing & Management Associations)

키워드

Luxury Brands，Sustainability Messaging，AI Influencers，Trade-off Discomfort，Attitude toward Brands

저자

Kyung Hoon Kim(Changwon National University, Republic of Korea)
Sang Chul Son(Changwon National University, Republic of Korea)
Joonheui Bae(The Hong Kong Polytechnic University, Hong Kong)
Qi Jiang(Changwon National University, Republic of Korea)

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