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Keywords: Consumers’ evaluation
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Journal Articles
Should spokes-characters be dynamic? The interaction effects of spokes-character dynamism and brand personality on consumers’ evaluation
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Journal:
European Journal of Marketing
European Journal of Marketing (2021) 55 (5): 1516–1538.
Published: 18 January 2021
...Ning Zhang; Liqin Yu; Alex S.L. Tsang; Nan Zhou 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...
