Examining the Role of Virtual Brand Ambassadors in Luxury Fashion Brands: A comparative case study of LVMH’s Livi and the independently created Lil Miquela

Yao, X., Marsden, J. orcid.org/0000-0002-4407-3389, Yang, S. et al. (1 more author) (Accepted: 2025) Examining the Role of Virtual Brand Ambassadors in Luxury Fashion Brands: A comparative case study of LVMH’s Livi and the independently created Lil Miquela. In: TBC. 19th Global Brand Conference: Human and AI driven branding, 06-08 May 2026, Oxford, UK. . Academy of Marketing. (In Press)

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Item Type: Conference abstract
Authors/Creators:
Dates:
  • Accepted: 14 December 2025
Institution: The University of Leeds
Academic Units: The University of Leeds > Faculty of Arts, Humanities and Cultures (Leeds) > School of Design (Leeds)
Date Deposited: 12 May 2026 12:23
Last Modified: 12 May 2026 12:23
Status: In Press
Publisher: Academy of Marketing
Open Archives Initiative ID (OAI ID):

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