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Journal Articles

The influence of virtual influencers’ credibility and self-congruity on fashion brand perception and purchase intention

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Eunjoo Cho, Kyuree Kim, Lauren Bouvier
Journal: Journal of Fashion Marketing and Management
Journal of Fashion Marketing and Management: An International Journal (2026) 30 (2): 299–320.
https://doi.org/10.1108/JFMM-07-2024-0280
Published: 28 October 2025
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Journal Articles

CSR ads matter to luxury fashion brands: a construal level approach to understand Gen Z consumers' eWOM on social media

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Song-yi Youn, Eunjoo Cho
Journal: Journal of Fashion Marketing and Management
Journal of Fashion Marketing and Management: An International Journal (2022) 26 (3): 516–533.
https://doi.org/10.1108/JFMM-12-2020-0269
Published: 29 July 2021
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