Are virtual anime endorsers a new type of endorser? Examining product involvement as a moderating role
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DOI: 10.3389/fpsyg.2022.779519
Abstract: 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… read more here.
Keywords: endorser product; virtual anime; product; product congruence ... See more keywords