The negative effect of virtual endorsers on brand authenticity and potential remedies
Xiaobing Song, Yi Lu, Qiang Yang
| Year of publication: |
2024
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| Authors: | Song, Xiaobing ; Lu, Yi ; Yang, Qiang |
| Published in: |
Journal of business research : JBR. - New York, NY : Elsevier, ISSN 0148-2963, ZDB-ID 2013438-1. - Vol. 185.2024, Art.-No. 114898, p. 1-20
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| Subject: | Aesthetic imperfection | Brand authenticity | Meaning transfer theory | Multiple brand endorsements | Virtual endorser | Markenführung | Brand management | Glaubwürdigkeit | Credibility | Celebrity-Werbung | Celebrity endorsement | Werbewirkung | Advertising effects | Markenimage | Brand image | Markenartikel | Brand | Social Web | Social web |
Online Resource
| Type of publication: | Article |
|---|---|
| Type of publication (narrower categories): | Aufsatz in Zeitschrift ; Article in journal |
| Language: | English |
| Other identifiers: | 10.1016/j.jbusres.2024.114898 [DOI] |
| Source: | ECONIS - Online Catalogue of the ZBW |
Persistent link: https://www.econbiz.de/10015147967