Effect of WeChat interaction on brand evaluation : a moderated mediation model of para-social interaction and affiliative tendency
Chu-Bing Zhang, Zhuo-Ping Zhang, Ying Chang, Tian-Ge Li, Ru-Jing Hou
| Year of publication: |
2022
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|---|---|
| Authors: | Zhang, Chubing ; Zhang, Zhuo-Ping ; Chang, Ying ; Li, Tian-Ge ; Hou, Ru-Jing |
| Published in: |
Journal of retailing and consumer services. - Amsterdam [u.a.] : Elsevier, ISSN 0969-6989, ZDB-ID 1204385-0. - Vol. 64.2022, p. 1-9
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| Subject: | Affiliative tendency | Brand evaluation | Para-social interaction | WeChat interaction | Markenimage | Brand image | Konsumentenverhalten | Consumer behaviour | Markenführung | Brand management | Soziale Beziehungen | Social relations | Markenartikel | Brand | Interaktive Medien | Interactive media | Bewertung | Evaluation |
| Type of publication: | Article |
|---|---|
| Type of publication (narrower categories): | Aufsatz in Zeitschrift ; Article in journal |
| Language: | English |
| Other identifiers: | 10.1016/j.jretconser.2021.102812 [DOI] |
| Source: | ECONIS - Online Catalogue of the ZBW |
Persistent link: https://www.econbiz.de/10013209550