Exploring the Impacts of Fashion Blog Type and Message Type on Female Consumer Response Towards the Brand
Description:
The current study examines the influences of blog type and blog message type on consumers’ perceptions of brand credibility and brand similarity. Additionally, the study seeks to understand the interaction effects of blog type and message type on brand credibility and brand similarity and on consumer engagement with a blog. The findings reveal that message type, specifically product message, is an important consideration when marketers want to illustrate similarities between the brand and consu…
more
Date:
December 2013
Creator:
Melton, Rebecca
Partner:
UNT Libraries