Cargando…
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...
| Autores principales: | , |
|---|---|
| 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 |