Continuance intention in running apps : the moderating effect of relationship norms
Year of publication: |
2022
|
---|---|
Authors: | Cheng, Li Keng ; Huang, Hsien-Long ; Lai, Ching-Chi |
Published in: |
International journal of sports marketing & sponsorship. - Bingley : Emerald Group Publishing Limited, ISSN 2515-7841, ZDB-ID 2238604-X. - Vol. 23.2022, 1, p. 132-154
|
Subject: | Brand intimacy | Perceived ease of use | Perceived usefulness | Relationship norms | Self-expression | Word of mouth | Konsumentenverhalten | Consumer behaviour | Virales Marketing | Viral marketing | Beziehungsmarketing | Relationship marketing | Markenimage | Brand image | Markenführung | Brand management | Soziale Norm | Social norm |
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