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1-2 of 2
Keywords: Autonomy
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Journal Articles
Asia Pacific Journal of Marketing and Logistics 1–19.
Published: 29 May 2026
... Perception Theory and Social Identity Theory, this study examines how virtual influencers' multidimensional anthropomorphism influences brand image through trustworthiness and parasocial interaction, while considering the moderating role of autonomy. Design/methodology/approach This study surveyed 411...
Journal Articles
Asia Pacific Journal of Marketing and Logistics (2019) 31 (2): 344–358.
Published: 18 March 2019
... two experiments, the researchers use real/virtual brand names to test the moderating effect of brand status and customer power; in Study 3, the researchers test the moderating effect of autonomy; while in the last experiment, the findings in the previous experiments are extended to explain similar...
