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Keywords: Brand credibility
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Journal Articles
Jean Paolo Gomez Lacap, Mary Rose Maharlika Cruz, Antonino Jose Bayson, Richard Molano, John Gilbert Garcia
Journal:
Spanish Journal of Marketing - ESIC
Spanish Journal of Marketing - ESIC (2024) 28 (1): 77–97.
Published: 02 August 2023
...Jean Paolo Gomez Lacap; Mary Rose Maharlika Cruz; Antonino Jose Bayson; Richard Molano; John Gilbert Garcia Purpose This paper aims to explore how parasocial relationships with Korean celebrity endorsers on social media result in brand credibility and loyalty. Design/methodology/approach...
Journal Articles
Journal:
Spanish Journal of Marketing - ESIC
Spanish Journal of Marketing - ESIC (2023) 27 (3): 286–305.
Published: 19 July 2022
...Abdul Qayyum; Raja Ahmed Jamil; Amnah Sehar Purpose This study aims to examine the negative effects of excessive product packaging (EPP), greenwashing and green confusion on green brand equity (GBE). Furthermore, the moderating role of brand credibility in mitigating the negative effects of green...
