The Role of Origin of Fame in Influencer Branding: A Comparative Analysis of German and Russian Consumers (Innovatives Markenmanagement)
Language: English
Published by Springer Gabler, 2019
- Softcover
- New
Seller: Ria Christie Collections, Uxbridge, United KingdomRia Christie Collections
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- Title
- The Role of Origin of Fame in Influencer Branding: A Comparative Analysis of German and Russian Consumers (Innovatives Markenmanagement)
- Author
- Sinnig, Julia
- Publisher
- Springer Gabler
- Publication year
- 2019
- Condition
- New
- Binding
- Soft cover
- Language
- English
- ISBN 10
- 3658275421
- ISBN 13
- 9783658275426
- Series
- Book 4 of 5: Innovatives Markenmanagement
Based on a comprehensive quantitative study, Julia Sinnig shows that the impact social media influencers have on brand-related outcomes depends on the identification of consumers with social media influencers. Additionally, the cultural characteristics of countries in which consumers live play a significant role as to how consumers’ identification with social media influencers impacts their purchase intentions for brands that are advertised by these influencers. Through these conceptually and empirically profound analyses, the author detects interesting implications for the management of brands in the context of social media and brand management. Especially when it comes to choosing the most suitable social media influencer for brand cooperations it is not the origin of fame that counts, but whether customers identify with the influencer in the right way.
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About the Author
Dr. Julia Sinnig received her PhD at Prof. Dr. Christoph Burmanns markstones Institute of Marketing, Branding & Technology at the University of Bremen.
"About the title" may belong to another edition of this title.
Ria Christie Collections
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AbeBooks seller since March 25, 2015
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