How micro-influencers' personality influences the personality of novice and established brands
Year of publication: |
2024
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Authors: | Zwicker, Sebastian ; Tarabashkina, Liudmila ; Proksch, Michael ; Hardiman, Marco |
Published in: |
Australasian marketing journal : AMJ ; official journal of the Australia-New Zealand Marketing Academy (ANZMAC). - [London] : Sage Publishing, ISSN 1839-3349, ZDB-ID 2211477-4. - Vol. 32.2024, 2, p. 113-125
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Subject: | brand personality | assimilation effect | contrast effect | ceiling effect | micro-influencers | Markenimage | Brand image | Konsumentenverhalten | Consumer behaviour | Persönlichkeitspsychologie | Personality psychology |
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