CONGRUENCE IN THE DIGITAL WORLD: INVESTIGATING VIRTUAL INFLUENCER-BRAND-CUSTOMER DYNAMICS IN LUXURY ENDORSEMENTS - koreascholar

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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

언어ENG
URLhttps://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)

키워드

Virtual Influencer Luxury Brand Endorsement Consumer Engagement Congruence Theory

저자

Jennifer Yee-Shan(University of Essex, United Kingdom)
Jun-Hwa Cheah(University of East Anglia, United Kingdom)
Yangfan Cao(Sunway University, Malaysia)
Xi Luo(Sunway University, Malaysia)

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