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The Effect of Collaboration Brand Suitability and Consumer Involvement on Advertising Effectiveness: Focusing on Chinese Consumers' Responses

Year: 2025

Type: article

Study design: Observational Study

Source: kookmin Social Science Review

DOI: 10.54711/kssr.38.1.08

Authors: Chun-Yan Li, Hanjun Ko

Language: English

Topic: Consumer Behavior in Brand Consumption and Identification

Subfield: Marketing

Field: Business, Management and Accounting

Domain: Social Sciences

Open Access status: closed

OpenAlex ID: W4414196656

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