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Keywords: Virtual interactivity
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Journal Articles
Journal of Product & Brand Management (2020) 29 (6): 783–801.
Published: 29 June 2020
... the mainland of China. A total of 12 hypotheses were proposed to exam how self-congruity and virtual interactivity impact online celebrity branding and to explore the moderating role of perceived quality and product type. Findings This paper reveals that customers’ perceived self-congruity with online...
