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Keywords: Brand authenticity
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Journal Articles
Pixels of prestige: how cue configuration and virtual influencer-brand fit shape luxury brand desire
Journal of Research in Interactive Marketing 1–30.
Published: 08 September 2026
... and benefit fit and the subsequent luxury brand authenticity and desire outcomes. The study also examines the main and conditional effects of VI type and product type (hedonic vs. utilitarian). Design/methodology/approach Study 1 surveyed 865 Chinese followers of human-like VI AYAYI, and Study 2 surveyed...
Includes: Supplementary data
