When luxury brands meet China : the effect of localized celebrity endorsements in social media marketing
Shubin Yu, Yangjuan Hu
| Year of publication: |
2020
|
|---|---|
| Authors: | Yu, Shubin ; Hu, Yangjuan |
| Published in: |
Journal of retailing and consumer services. - Amsterdam [u.a.] : Elsevier, ISSN 0969-6989, ZDB-ID 1204385-0. - Vol. 54.2020, p. 1-12
|
| Subject: | Celebrity endorsement | Luxury brands | Patriotism | Perceived brand luxury | Social media | Celebrity-Werbung | Luxusgüter | Luxury goods | Social Web | Social web | Online-Marketing | Internet marketing | Konsumentenverhalten | Consumer behaviour | China | Markenartikel | Brand | Werbewirkung | Advertising effects | Markenführung | Brand management | Markenimage | Brand image |
| Type of publication: | Article |
|---|---|
| Type of publication (narrower categories): | Aufsatz in Zeitschrift ; Article in journal |
| Language: | English |
| Other identifiers: | 10.1016/j.jretconser.2019.102010 [DOI] |
| Source: | ECONIS - Online Catalogue of the ZBW |
Persistent link: https://www.econbiz.de/10012238317