Minor flaws are better : the positive effect of aesthetic imperfection about avatar endorsers on brand authenticity
Year of publication: |
2023
|
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Authors: | Lv, Linxiang ; Huang, Minxue ; Guan, Dawei ; Yang, Kairui |
Published in: |
Journal of business research : JBR. - New York, NY : Elsevier, ISSN 0148-2963, ZDB-ID 189773-1. - Vol. 166.2023, p. 1-11
|
Subject: | Aesthetic perfection | Avatar endorser | Brand authenticity | Minor defects | Psychological closeness | Self-improvement | Markenführung | Brand management | Ästhetik | Aesthetics | Glaubwürdigkeit | Credibility | Ethnische Gruppe | Ethnic group |
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