environment, and how this relationship affects brand equity. The study also investigates the moderating role of the celebrity … collection tool is a survey administered to Chinese consumers (n = 531) who have experienced the products of UNIQLO brand on … and brand equity are positively associated, while CED moderates the relationship between PSR and its antecedents …

Der Wettbewerb im deutschen Fernsehmarkt ist in den vergangenen Jahren stark angestiegen. Die Folge dieser Entwicklung …

researchers investigate the effects of celebrity endorsers’ and of micro influencers’ posts on a brand’s page on Instagram. They … revealed that the chosen celebrity’s posts attracted more followers to the brand’s Instagram page, when compared to the micro … influencer’s publications. However, the latter has garnered more clicks, comments and likes, thereby increasing the consumer-brand …