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Sharing is entertaining : the impact of consumer values on video sharing and brand equity

Souki, Gustavo Quiroga; Chinelato, Flavia Braga; … - In: Journal of Research in Interactive Marketing 16 (2021) 1, pp. 118-136

Purpose: The study aims to ascertain the impacts of entertainment, social and functional values on the likelihood of sharing commercial videos online and verify whether consumers' likelihood to share videos impacts brand attachment and brand equity. Design/methodology/approach: A survey was...

Persistent link: https://www.econbiz.de/10012641150