Mediating role of hedonic and utilitarian brand attitude between eWOM and purchase intentions : a context of brand fan pages in Facebook
Sambashiva Rao Kunja, Arvind Kumar, and Bramhani Rao
| Year of publication: |
2022
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|---|---|
| Authors: | Kunja, Sambashiva Rao ; Kumar, Arvind ; Rao, Bramhani |
| Published in: |
Young consumers : insight and ideas for responsible marketers. - Bingley : Emerald, ISSN 1758-7212, ZDB-ID 2253957-8. - Vol. 23.2022, 1, p. 1-15
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| Subject: | Brand attitude | EWOM | Purchase intentions | S-O-R model | Social networking sites | Young consumers | Konsumentenverhalten | Consumer behaviour | Social Web | Social web | Markenimage | Brand image | Virales Marketing | Viral marketing | Online-Marketing | Internet marketing | Werbewirkung | Advertising effects | Markenführung | Brand management | Markenartikel | Brand | Kaufmotiv | Consumer motivation |
| Type of publication: | Article |
|---|---|
| Type of publication (narrower categories): | Aufsatz in Zeitschrift ; Article in journal |
| Language: | English |
| Other identifiers: | 10.1108/YC-11-2020-1261 [DOI] |
| Source: | ECONIS - Online Catalogue of the ZBW |
Persistent link: https://www.econbiz.de/10013367766