How does influencer marketing impact brands in the sportswear industry? : exploring the effects of brand coolness, brand attitude and purchase intentions

This study aims to investigate the impact of using influencers on Instagram as a communication tool for sportswear brands. While exploring this research field, brand attitude and the newly developed construct of brand coolness were evaluated for their effects on purchase intentions. Moreover, the cu...

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Detalhes bibliográficos
Autor principal: Jäkel, Lena Johanna (author)
Formato: masterThesis
Idioma:eng
Publicado em: 2020
Assuntos:
Influencer marketing
Purchase intentions
Brand attitude
Brand coolness
Sportswear industry
Micro-influencer
Macro-influencer
Influenciador de marketing
Intenção de compra
Atitude da marca
Coolness da marca
Indústria de vestuário de desporto
Micro-influenciador
Macroinfluenciador
Domínio/Área Científica::Ciências Sociais::Economia e Gestão
Texto completo:http://hdl.handle.net/10400.14/29723
País:Portugal
Oai:oai:repositorio.ucp.pt:10400.14/29723

Texto Completo

http://hdl.handle.net/10400.14/29723

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