Should spokes-characters be dynamic? The interaction effects of spokes-character dynamism and brand personality on consumers’ evaluation

Ning Zhang, Liqin Yu*, Alex S L Tsang, Nan Zhou

*Corresponding author for this work

    Research output: Contribution to journal › Journal article › peer-review

    10 Citations (Scopus)

    Fingerprint

    Dive into the research topics of 'Should spokes-characters be dynamic? The interaction effects of spokes-character dynamism and brand personality on consumers’ evaluation'. Together they form a unique fingerprint.

    Business & Economics