Should spokes-characters be dynamic? The interaction effects of spokes-character dynamism and brand personality on consumers’ evaluation
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DOI: 10.1108/ejm-10-2018-0718
Abstract: Purpose The purpose of this paper is to examine the interaction effects of spokes-character dynamism (high vs low) and brand personality (sincere vs competent) on consumers’ evaluation and the mediating role of processing fluency. Design/methodology/approach… read more here.
Keywords: spokes character; brand personality; character dynamism; brand ... See more keywords