Minor flaws are better : the positive effect of aesthetic imperfection about avatar endorsers on brand authenticity
Linxiang Lv, Minxue Huang, Dawei Guan, Kairui Yang
| Year of publication: |
2023
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|---|---|
| Authors: | Lv, Linxiang ; Huang, Minxue ; Guan, Dawei ; Yang, Kairui |
| Published in: |
Journal of business research : JBR. - New York, NY : Elsevier, ISSN 0148-2963, ZDB-ID 189773-1. - Vol. 166.2023, p. 1-11
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| Subject: | Aesthetic perfection | Avatar endorser | Brand authenticity | Minor defects | Psychological closeness | Self-improvement | Glaubwürdigkeit | Credibility | Ästhetik | Aesthetics | Markenführung | Brand management | Konsumentenverhalten | Consumer behaviour | Ethnische Gruppe | Ethnic group | Markenimage | Brand image | Celebrity-Werbung | Celebrity endorsement |
| Type of publication: | Article |
|---|---|
| Type of publication (narrower categories): | Aufsatz in Zeitschrift ; Article in journal |
| Language: | English |
| Other identifiers: | 10.1016/j.jbusres.2023.114125 [DOI] |
| Source: | ECONIS - Online Catalogue of the ZBW |
Persistent link: https://www.econbiz.de/10014368190