Mediating role of hedonic and utilitarian brand attitude between eWOM and purchase intentions : a context of brand fan pages in Facebook
Year of publication: |
2022
|
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Authors: | Kunja, Sambashiva Rao ; Kumar, Arvind ; Rao, Bramhani |
Published in: |
Young consumers : insight and ideas for responsible marketers. - Bingley : Emerald, ISSN 1758-7212, ZDB-ID 2253957-8. - Vol. 23.2022, 1, p. 1-15
|
Subject: | Brand attitude | EWOM | Purchase intentions | S-O-R model | Social networking sites | Young consumers | Konsumentenverhalten | Consumer behaviour | Social Web | Social web | Markenimage | Brand image | Online-Marketing | Internet marketing | Virales Marketing | Viral marketing | Markenführung | Brand management | Markenartikel | Brand |
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