When virtual (vs. human) celebrity voice matters: Interplay between celebrity type and endorsing message – construal level theory
Submission original under an indefinite embargo labeled 'Open Access'. The submission was exported from vireo on 2025-03-28 without embargo terms
Virtual Celebrity, Brand Endorsement, Construal Level Theory, Source Credibility, Trustworthiness, Expertise, Attractiveness
University of Illinois - Urbana-Champaign
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University of Illinois at Urbana-Champaign