Session 01.01.02: How brand personification metaphor works for brand equity in the virtual context : Korean Scholars of Marketing Science

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17 Nov 2023

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Paper Title: How brand personification metaphor works for brand equity in the virtual context

Author:

Rui Lyu , Jeonju University , Republic of Korea

Juran Kim, Jeonju University , Republic of Korea

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Session 01.01.01: Instagram posting strategy for luxury fashion brands Session 01.01.03: Did you buy today? Investigating consumers purchasing inertia in Live Streaming Commerce