Impacts of brand familiarity and brand responses on perceived brand credibility, similarity, and blog recommendation intention: a study of corporate blogs

PurposeAdopting the theory of parasocial interaction (PSI) and schema theory, this study proposes that a brand’s personalized response and brand familiarity on a corporate blog will lead to higher perceived brand similarity, credibility and blog recommendation intention.Design/methodology/approachA...

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Bibliographic Details
Published in:Journal of fashion marketing and management 2022-02, Vol.26 (2), p.328-343
Main Authors: Kim, Jiyoung, Min, Jihye Ellie, Le, Linh Ha
Format: Article
Language:English
Subjects:
Audiences
Blogs
Brand loyalty
Consumer attitudes
Consumers
Credibility
Customer relations
Customers
Fashion
Information sources
Marketing
Millennials
Perceptions
Purchase intention
Social networks
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