Influencer-brand fit and brand dilution in China’s luxury market : the moderating role of self-concept clarity
Jiayu Qian, Jee-Sun Park
| Year of publication: |
2021
|
|---|---|
| Authors: | Qian, Jiayu ; Park, Jee-Sun |
| Published in: |
The journal of brand management : an international journal. - Basingstoke : Palgrave Macmillan, ISSN 1479-1803, ZDB-ID 2039460-3. - Vol. 28.2021, 2, p. 199-220
|
| Subject: | Digital influencer | Endorsement | Luxury brands | Self-concept clarity | Poor fit | Luxusgüter | Luxury goods | China | Konsumentenverhalten | Consumer behaviour | Markenimage | Brand image | Markenführung | Brand management |
Online Resource
| Type of publication: | Article |
|---|---|
| Type of publication (narrower categories): | Aufsatz in Zeitschrift ; Article in journal |
| Language: | English |
| Other identifiers: | 10.1057/s41262-020-00226-2 [DOI] |
| Source: | ECONIS - Online Catalogue of the ZBW |
Persistent link: https://www.econbiz.de/10012487241