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Factors influencing parasocial relationship in the virtual reality shopping environment : the moderating role of celebrity endorser dynamism
Yuan, Chunlin; Wang, Shuman; Liu, Yue; Ma, Jenny Weichen - In: Asia Pacific journal of marketing and logistics 35 (2023) 2, pp. 398-413
Purpose This paper explores the driving factors of parasocial relationship (PSR) in the virtual reality (VR) shopping environment, and how this relationship affects brand equity. The study also investigates the moderating role of the celebrity endorser dynamism (CED) in the relationship between...
Persistent link: https://www.econbiz.de/10013553062
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Effects of perceived product similarity and ad claims on brand responses in comparative advertising
Pornpitakpan, Chanthika; Yuan, Yizhou - In: Asia Pacific journal of marketing and logistics 27 (2015) 4, pp. 535-558
Persistent link: https://www.econbiz.de/10011456449
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How to develop brand attachment in various product categories?
Nashtaee, Mitra Shabani; Hanzaei, Kambiz Heidarzadeh; … - In: Asia Pacific journal of marketing and logistics 29 (2017) 5, pp. 1198-1220
Persistent link: https://www.econbiz.de/10011796590
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Influences of the spokes-character on brand equity antecedents
Chang, En Chi - In: Asia Pacific journal of marketing and logistics 26 (2014) 3, pp. 494-515
Persistent link: https://www.econbiz.de/10010384978
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When background music in audiovisual advertisements can boost the perceived competence of the advertised brands : an empirical study from South Korea
Hong, You Jeong; Choi, Beomjoon; Lee, Kyogu - In: Asia Pacific journal of marketing and logistics 35 (2023) 8, pp. 1991-2011
Persistent link: https://www.econbiz.de/10014430197
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The effects of campaign-based logo changes on consumers’ attitude and behavior : a case of social distancing messages during the COVID-19 pandemic
Madadi, Rozbeh; Torres, Ivonne M.; Fazli-Salehi, Reza; … - In: Asia Pacific journal of marketing and logistics 35 (2023) 9, pp. 2300-2316
Persistent link: https://www.econbiz.de/10014430229
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Effects of brand spokes-characters with personal and historical nostalgia on brand attitude : evidence from Generation Z consumers in China
Jiang, Huanshu; Ge, Jiaoju; Yao, Jie - In: Asia Pacific journal of marketing and logistics 36 (2024) 1, pp. 185-205
Persistent link: https://www.econbiz.de/10014486676
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Flatness promotes modernity : logo flatness and consumers' perception of brand image
Peng, Luluo; Wei, Yuting; Zhang, Xiaodan; Wang, Danping - In: Asia Pacific journal of marketing and logistics 36 (2024) 2, pp. 315-333
Persistent link: https://www.econbiz.de/10014486716
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Change in brand attitude depending on fashion film type : the psychological mechanisms by engagement and consumer fantasy proneness
Park, Hyun Hee - In: Asia Pacific journal of marketing and logistics 34 (2022) 6, pp. 1101-1122
Persistent link: https://www.econbiz.de/10013390988
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Product effects on endorser image : the potential of reverse image transfer
Charbonneau, Jan; Garland, Ron - In: Asia Pacific journal of marketing and logistics 22 (2010) 1, pp. 101-110
Persistent link: https://www.econbiz.de/10003943923