HIGHLIGHTS
- who: TYPE and collaborators from the University, China have published the research work: Are virtual anime endorsers a new type of endorser? Examining product involvement as a moderating role, in the Journal: (JOURNAL)
- what: Attitude toward the brand According to the research of Leclerc et_al on brand attitudes, three items were used to measure the degree of consumer attention to brand attitudes on a 7-point Likert scale ranging from 1 for strongly disagree to 7 for strongly agree. The total effect and magnitude of the results in this study demonstrated the significant effects of . . .
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