When luxury brands meet China : the effect of localized celebrity endorsements in social media marketing
Year of publication: |
2020
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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
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Subject: | Celebrity endorsement | Luxury brands | Patriotism | Perceived brand luxury | Social media | Markenartikel | Brand | Luxusgüter | Luxury goods | Celebrity-Werbung | Online-Marketing | Internet marketing | Social Web | Social web | Markenführung | Brand management | Konsumentenverhalten | Consumer behaviour | China |
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