Kim, Jiyoung; Min, Jihye Ellie; Le, Linh Ha - In: Journal of Fashion Marketing and Management: An … 26 (2021) 2, pp. 328-343
Purpose: Adopting the theory of parasocial interaction (PSI) and schema theory, this study proposes that a brand’s personalized response and brand familiarity on a corporate blog will lead to higher perceived brand similarity, credibility and blog recommendation intention....