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- W3185073597 abstract "Abstract In this study, we investigate the factors affecting consumers’ purchase intention toward influencers’ personal owned brands. By using the theoretical lens of the Theory of Planned Behaviour (TPB) we explore consumers’ purchase intentions towards influencers own brands and discuss the importance of previously held attitudes, subjective norms and perceived behavioural control. We further develop TPB by adding two further constructs, that of price and self-identity. The reported moderator role of self-identity in the relationship between price and purchase intention under the context of influencers’ personal owned brands suggests that the ‘fan’ status of followers makes them more tolerant to price increases. We discuss theoretical implications and offer suggestions for marketers and consumers alike." @default.
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- W3185073597 date "2021-07-26" @default.
- W3185073597 modified "2023-09-26" @default.
- W3185073597 title "Taking It a Step Further: When do Followers Adopt Influencers’ Own Brands?" @default.
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- W3185073597 doi "https://doi.org/10.1515/roms-2021-0003" @default.
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