Exploring Attachment Transfer: The Influence of Consumer Attachment to Influencers on Attachment to Influencer-Founded Brands
In recent years, influencer-founded brands such as Kylie Jenner’s “Kylie Cosmetics” and Huda Kattan’s “Huda Beauty” have been consistently capturing people’s attention. Despite the mainstream media’s coverage of their success, research on the strategic communication of these brands is still lagging behind. Therefore, the purpose of this study is to fill the research gap in this field by exploring
