Abstract Virtual influencers have exerted a profound influence on future marketing strategies. However, a comprehensive understanding of how and why virtual influencers, with varying characteristics, affect the effectiveness of their brand endorsements remains elusive. This research explores the relationships between…
Tag: consumer response
The thousand faces of beauty: How credible storytelling unlocks disability representation in inclusive luxury fashion branding
Abstract The increasing popularity of inclusive marketing as part of the broader strategies of brand activism, linked to the diversity, equity and inclusion (DEI) movement, is creating new opportunities for luxury fashion brands to signal their responsibility and openness when…