Memes matter : effect of meme content dimensions on brand continuance intention
Ashima Agrawal, Daneshwar Sharma and Manoj Kumar Mishra
| Year of publication: |
2025
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| Authors: | Agrawal, Ashima ; Sharma, Daneshwar ; Mishra, Manoj Kumar |
| Published in: |
Journal of promotion management : innovations in planning and applied research. - [Erscheinungsort nicht ermittelbar] : Routledge, ISSN 1540-7594, ZDB-ID 2112907-1. - Vol. 31.2025, 2, p. 298-336
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| Subject: | meme marketing | social media | brand continuance intention | brand image | e-WOM | Markenimage | Brand image | Social Web | Social web | Markenführung | Brand management | Konsumentenverhalten | Consumer behaviour | Online-Marketing | Internet marketing | Markenartikel | Brand | Virales Marketing | Viral marketing |
| Type of publication: | Article |
|---|---|
| Type of publication (narrower categories): | Aufsatz in Zeitschrift ; Article in journal |
| Language: | English |
| Other identifiers: | 10.1080/10496491.2025.2463547 [DOI] |
| Source: | ECONIS - Online Catalogue of the ZBW |
Persistent link: https://www.econbiz.de/10015339332