When social media influencer endorsement backfires : unpacking fallout from explicit endorsements across brand equity levels
Bobbie Rathjens, Aili Wu, Lu Zhang and Wei Wei
| Year of publication: |
2024
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|---|---|
| Authors: | Rathjens, Bobbie ; Wu, Aili ; Zhang, Lu ; Wei, Wei |
| Subject: | brand equity | influencer marketing | recommendation type | social media influencer | Social Web | Social web | Influencer | Markenimage | Brand image | Konsumentenverhalten | Consumer behaviour | Marketingmanagement | Marketing management | Online-Marketing | Internet marketing | Celebrity-Werbung | Celebrity endorsement | Markenführung | Brand management |
Online Resource
| Type of publication: | Article |
|---|---|
| Type of publication (narrower categories): | Aufsatz in Zeitschrift ; Article in journal |
| Language: | English |
| Other identifiers: | 10.1177/10963480231223150 [DOI] |
| Source: | ECONIS - Online Catalogue of the ZBW |
Persistent link: https://www.econbiz.de/10015192873