... the moderating role of informational cue types, including image-based, text-based and no-cue conditions. Findings Homophonic names enhanced brand image via a dual-path mechanism: positively valenced persuasion knowledge, reflecting favorable inferences about merchant motives and perceived pleasure from...

... the persuasion knowledge model to unpack how relationship orientations shape consumers’ recognition of and response to persuasive intent. Additionally, the moderating role of product congruence, specifically influencer–product fit and product self-congruity, was examined. Findings The results indicate...