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The negative effect of virtual endorsers on brand authenticity and potential remedies
Song, Xiaobing; Lu, Yi; Yang, Qiang - In: Journal of business research : JBR 185 (2024), pp. 1-20
Persistent link: https://www.econbiz.de/10015147967
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Disentangling the impact of temperature on consumers' attitudes toward nostalgic advertising
Yang, Qiang; Lin, Yanqing; Li, Hongxiu; Huo, Jiale - In: International journal of consumer studies 47 (2023) 1, pp. 136-154
Persistent link: https://www.econbiz.de/10014246604