Enhancing brand equity through sublime experience : the mediating role of consumers' branded content engagement
Muhammad Waqas, Nauman Wajid, Muhammad Ali Khan, Linda D. Hollebeek, Sigitas Urbonavicius
| Year of publication: |
2025
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|---|---|
| Authors: | Waqas, Muhammad ; Wajid, Nauman ; Khan, Muhammad Ali ; Hollebeek, Linda D. ; Urbonavicius, Sigitas |
| Published in: |
Journal of consumer behaviour. - Chichester : Wiley, ISSN 1479-1838, ZDB-ID 2094545-0. - Vol. 24.2025, 5, p. 2276-2292
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| Subject: | brand equity | consumer engagement | consumer experience | customer experience | scale development | social media | sublime experience | Konsumentenverhalten | Consumer behaviour | Social Web | Social web | Beziehungsmarketing | Relationship marketing | Markenführung | Brand management | Markenimage | Brand image | Online-Marketing | Internet marketing | Kundenintegration | Customer integration |
| Type of publication: | Article |
|---|---|
| Type of publication (narrower categories): | Aufsatz in Zeitschrift ; Article in journal |
| Language: | English |
| Other identifiers: | 10.1002/cb.70002 [DOI] |
| Source: | ECONIS - Online Catalogue of the ZBW |
Persistent link: https://www.econbiz.de/10015457498