Celebrity vs Influencer Endorsements: Exploring the Effects of Credibility and Parasocial Relationships on Consumer-Based Brand Equity
Celebrity vs Influencer Endorsements: Exploring the Effects of Credibility and Parasocial Relationships on Consumer-Based Brand Equity Authors: D. Venciute, A. Degulytė, R. Correia, R. Meneses, V. Auruskeviciene Journal / Source: Asia Pacific Journal of Marketing and Logistics (Emerald) Year: ۲۰۲۶ Reference / DOI: https://doi.org/10.1108/APJML-10-2025-2214 کلیدواژهها: تأییدکننده مشهور، اینفلوئنسر، اعتبار، روابط شبهاجتماعی، ارزش ویژه برند ۱) […]
