Results 101 to 110 of about 7,145 (266)

Virtual Influencers as Brand Endorsers: Developing and Validating a Multidimensional Evaluation Scale

Journal of Theoretical and Applied Electronic Commerce Research
Virtual influencers are emerging as a powerful tool in strategic communication, yet their effectiveness as brand endorsers remains underexplored. This study aims to develop a consumer-centric scale to assess virtual influencers’ effectiveness in social ...
Yoon Y. Cho
doaj   +1 more source

Effect of Matching Individual Power Perception and Brand Anthropomorphism on Purchasing Intentions

, 2023
Kang Gao, Xiaonan Li
openalex   +2 more sources

Meta-Analysis of the Concept of Brand Humanisation in Higher Education

Economics and Culture
Research purpose. The purpose of this study is to identify and quantitatively evaluate the volume of scientific publications, the latest research trends, and the main topics related to brand humanisation in higher education (HE). This aim is motivated by
Satrevics Vladimirs, Gobniece Zanda, Us Yana   +2 more
doaj   +1 more source

On Schopenhauer's Debt to Spinoza1

European Journal of Philosophy, EarlyView.
Abstract Schopenhauer offers ‘nature is not divine but demonic’ as a direct rebuttal of Spinoza's pantheism, his identification of ‘nature’ with ‘God’. And so, one would think, he ought to have been immune to the ‘Spinozism’ that became, as Heine called it, ‘the unofficial religion’ of the age.
Julian Young
wiley   +1 more source

How AI Brand Endorsers Influence Generation MZ’s Consumer Behavior in Metaverse Marketing Scenarios

Journal of Theoretical and Applied Electronic Commerce Research
With the rapid development of metaverse technology in the marketing field, it has become increasingly important to understand consumer purchase intentions for AI Brand Endorsers (AIBEs) within this digital environment.
Junping Xu, Yuxi Feng, Wei Li, Qianghong Huang, Zhizhong Fan   +4 more
doaj   +1 more source

Brand Anthropomorphism and Culture Effect to Younger Consumer Visit Intention [PDF]

, 2021
Diesyana Ajeng Pramesti, Marlina Kurnia, Mulato Santosa   +2 more
openalex   +1 more source

Brand Personality Creation Through Advertising (Study Kfc on Television Commercial Break) [PDF]

, 2016
The perfect concept of Advertising and its application on the mass media cannot be separated with one central aspect from any sold product or certain service, named Brand personality and depends on five main aspects, which are Sincerity, Excitement ...
Bernardy, Anne, Ekanayake, Sarah Indu, Kunze, Rouwen   +2 more
core   +1 more source

Technofeminism at Work: Artificial Intelligence‐Mediated Negotiations and the Reproduction of Gendered Communication Norms

Gender, Work &Organization, EarlyView.
ABSTRACT This study examines how artificial intelligence (AI) reshapes gender dynamics in workplace negotiations. Adopting a technofeminist lens, we conceptualize gender–technology relations as mutually shaping and fluid. Using a convergent mixed‐methods design, participants negotiated job offers with an AI chatbot recruiter.
Sue H. Moon, Jing Betty Feng
wiley   +1 more source

Does Psychological Ownership Matter? Investigating Consumer Green Brand Relationships through the Lens of Anthropomorphism [PDF]

, 2022
Gunjan Malhotra, Vimi Jham, Nidhi Sehgal
openalex   +1 more source

Engaging Consumers Through Branded Smartphone Applications: A Study of Self-Congruenvy and Customer Brand Engagement [PDF]

, 2013
Recent development in mobile technology provides marketers with the opportunity to further connect with customers. The aim of this research is to examine the influence of brand-self fit on customer brand engagement, thus provide a better understanding of
Carrillat, F, Rao-Hill, S, Thomson, A
core