Zeng, Fue; Li, Wenjie; Wang, Valerie Lynette; Guo, Chiquan - In: Asia Pacific Journal of Marketing and Logistics 32 (2019) 6, pp. 1242-1254
Purpose: The purpose of this paper is to propose the self-presentation styles of advertising influence consumer self-image, which in turn influence purchase intention. Design/methodology/approach: Using virtual brands as stimuli in a series of experiments, this study collects data on consumer...