Work

Does brand–product gender incongruence enhance advertising effectiveness? The moderating role of virtual versus human influencers

Year: 2026

Type: article

Source: Asia Pacific Journal of Marketing and Logistics

DOI: 10.1108/apjml-04-2026-0875

Authors: Yuchan Wu, Ziqiong Zhang, Yunzhijun Yu, Emily Treen, Zili Zhang

Institutions: Harbin Institute of Technology, Dalian University of Technology, University of New Brunswick, Loyola University New Orleans

Language: English

Topic: Media, Gender, and Advertising

Subfield: Gender Studies

Field: Social Sciences

Domain: Social Sciences

Open Access status: closed

OpenAlex ID: W7225621235

FWCI:

Cites: 41

Cited by:

Related to: