One independent or many independent? The relationship among self-construal, number of brand endorsers, and brand attitudes
IntroductionIt was common for brands to use different numbers of endorsers in marketing practice. Nevertheless, research on brand endorsers’ quantity has not yielded a uniform consensus. The previous research about brand endorsers mainly focuses on the appeal of endorsement, brand category, and endo...
| Main Authors: | , , , , , |
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| Format: | Article |
| Language: | English |
| Published: |
Frontiers Media S.A.
2024-02-01
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| Series: | Frontiers in Psychology |
| Subjects: | |
| Online Access: | https://www.frontiersin.org/articles/10.3389/fpsyg.2024.1328281/full |