How micro-influencers' personality influences the personality of novice and established brands
Sebastian Zwicker, Liudmila Tarabashkina, Michael Proksch, Marco Hardiman
| Year of publication: |
2024
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|---|---|
| Authors: | Zwicker, Sebastian ; Tarabashkina, Liudmila ; Proksch, Michael ; Hardiman, Marco |
| Published in: |
Australasian marketing journal : AMJ ; official journal of the Australia-New Zealand Marketing Academy (ANZMAC). - [London] : Sage Publishing, ISSN 1839-3349, ZDB-ID 2211477-4. - Vol. 32.2024, 2, p. 113-125
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| Subject: | brand personality | assimilation effect | contrast effect | ceiling effect | micro-influencers | Markenimage | Brand image | Konsumentenverhalten | Consumer behaviour | Persönlichkeitspsychologie | Personality psychology |
| Type of publication: | Article |
|---|---|
| Type of publication (narrower categories): | Aufsatz in Zeitschrift ; Article in journal |
| Language: | English |
| Other identifiers: | 10.1177/14413582231153191 [DOI] |
| Source: | ECONIS - Online Catalogue of the ZBW |
Persistent link: https://www.econbiz.de/10014631673