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Keywords: Cue consistency theory
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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
... ; Blut et al., 2021 ; Gutuleac et al., 2024). These accounts imply that HVI superiority should not be assumed and that VI type should be examined together with fit and product context. Hence, we further leverage the cue consistency theory to explain how multiple signals combine...
Includes: Supplementary data
