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Keywords: Celebrity persona
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Journal Articles
Journal:
Kybernetes
Kybernetes (2024) 53 (7): 2322–2341.
Published: 28 March 2023
...Bing Lei; Saihua Shi; Wei Liu Purpose The purpose of this study is to use the grounded theory to summarize the types of celebrity persona and to construct a theoretical model for celebrity persona on consumer purchase intention. Based on the study results, it provides better suggestions...
