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Are virtual anime endorsers a new type of endorser? Examining product involvement as a moderating role

Huai-Liang Liang1, Feng-Hua Yang2

  • 1Executive Master of Business Administration Program, Dayeh University, Changhua, Taiwan.

Frontiers in Psychology
|September 16, 2022
PubMed

Keywords:
brand attitudeelaboration likelihood modelendorser credibilityproduct involvementvirtual anime endorser

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