Jack of All Trades, Master of Everything? Competing Routes of Consumer Responses Toward Multiple Product Categories Endorsement of Fashion Influencers

Aritejo, Bayu Aji; Paramita, Widya; Nugroho, Sahid Susilo

doi:10.15444/gmc2023.12.09.01

Global Fashion Management Conference

2023

DOI: 10.15444/gmc2023.12.09.01

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Jack of All Trades, Master of Everything? Competing Routes of Consumer Responses Toward Multiple Product Categories Endorsement of Fashion Influencers

Bayu Aji Aritejo¹,

Widya Paramita²,

Sahid Susilo Nugroho³

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Jack of All Trades, Master of Everything? Competing Routes of Consumer Responses Toward Multiple Product Categories Endorsement of Fashion Influencers

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