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Are virtual anime endorsers a new type of endorser? Examining product involvement as a moderating role

Virtual anime endorsement has been prevalent as an advertising strategy, and many companies invest massive amounts of money into virtual endorsements. While previous studies have found that endorser-product congruence is related to consumer brand attitude and purchase intention, it is not known whet...

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Detalles Bibliográficos
Autores principales: Liang, Huai-Liang, Yang, Feng-Hua
Formato: Online Artículo Texto
Lenguaje:English
Publicado: Frontiers Media S.A. 2022
Materias:
Acceso en línea:https://www.ncbi.nlm.nih.gov/pmc/articles/PMC9468768/
https://www.ncbi.nlm.nih.gov/pubmed/36110268
http://dx.doi.org/10.3389/fpsyg.2022.779519