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VIRTUAL INFLUENCERS IN LUXURY BRANDING: SOCIAL COMPARISON EMOTIONS AND CONSUMER PURCHASE INTENTION

Songmee Kim, Jungwon Nam, Youngho Sim
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  • URLhttps://db.koreascholar.com/Article/Detail/451341
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Global Fashion Management Conference
2026 Global Fashion Management Conference at Madrid (2026.07)
p.183
글로벌지식마케팅경영학회 (Global Alliance of Marketing & Management Associations)
키워드
Virtual influencerLuxury advertisingBrand prestigeSocial comparisonAssimilative emotionContrastive emotion
저자
  • Songmee Kim(Yeungnam University, Republic of Korea)
  • Jungwon Nam(Sungshin Women's University, Republic of Korea)
  • Youngho Sim(Seoul National University, Republic of Korea)
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