The Effect of Celebrity Endorsement on Gender-Based Conspicuous Consumption
This study explores the irrational aspects of consumer behavior, focusing on conspicuous consumption driven by the pursuit of status and self-expression. It examines how consumers emulate celebrities based on key dimensions of celebrity endorsement—attractiveness, expertise, and credibility—and how...
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| Glavni autori: | , |
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| Format: | Artigo |
| Jezik: | Inglês |
| Izdano: |
Universitas Gadjah Mada
2025-01-01
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| Serija: | Gadjah Mada International Journal of Business |
| Teme: | |
| Online pristup: | https://journal.ugm.ac.id/gamaijb/article/view/70762 |
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