Nhi Thao Ho-Mai; Tran, Vinh Trung; Nguyen, Vien Ky; Do, … - In: Journal of Research in Interactive Marketing 18 (2024) 6, pp. 1155-1177
Purpose From a consumer–brand relationship (CBR) perspective, this study proposes a serial multiple mediation model to … celebrity had reviewed one or more types of accommodation. A serial multiple mediation model was evaluated through covariance … serial multiple mediation model to increase OCBE via hybrid cognitive–affective pathways and to drive FBI via cognitive …