The impact of self-congruity and virtual interactivity on online celebrity brand equity and fans’ purchase intention
The journal of product & brand management, 2020-09, Vol.29 (6), p.783-801 [Peer Reviewed Journal]Emerald Publishing Limited ;Emerald Publishing Limited 2020 ;ISSN: 1061-0421 ;EISSN: 2054-1643 ;DOI: 10.1108/JPBM-11-2018-2106
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