The impact of influencer-cause fit on the purchase intentions and brand attitude towards conscious brands in the fashion industry

Digital Influencers are taking advantage of social media rise to position themselves as effective brand communicators. Hence, brands are betting on Influencer Endorsement as a communication strategy, since it has been proved before how powerful that can be in shaping consumers’ choices. Additionally...

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Detalhes bibliográficos
Autor principal: Faria, Maria Angélico da Silva (author)
Formato: masterThesis
Idioma:eng
Publicado em: 2020
Assuntos:
Digital influencers
Purchase intention
Brand attitude
Celebrity-cause fit
Source credibility
Source attractiveness
Product match-up
Meaning transfer
Social media
Sustainable fashion
Conscious brands
Celebrity brand endorsement
Influenciadores digitais
Intenção de compra
Redes sociais
Moda sustentável
Marcas conscious
Domínio/Área Científica::Ciências Sociais::Economia e Gestão
Texto completo:http://hdl.handle.net/10400.14/29764
País:Portugal
Oai:oai:repositorio.ucp.pt:10400.14/29764

Texto Completo

http://hdl.handle.net/10400.14/29764

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