Self-construal on brand fan pages : the mediating effect of para-social interaction and consumer engagement on brand loyalty
Eun-Ho Kim, Dongho Yoo, Sun-Jae Doh
Year of publication: |
2021
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Authors: | Kim, Eun-Ho ; Yoo, Dongho ; Doh, Sun-Jae |
Published in: |
The journal of brand management : an international journal. - Basingstoke : Palgrave Macmillan, ISSN 1479-1803, ZDB-ID 2039460-3. - Vol. 28.2021, 3, p. 254-271
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Subject: | Para-social interaction | Self-construal | Perceived interactivity | Openness | Consumer engagement | Brand loyalty | Konsumentenverhalten | Consumer behaviour | Beziehungsmarketing | Relationship marketing | Markenimage | Brand image | Markentreue | Markenführung | Brand management | Kundenzufriedenheit | Customer satisfaction | Markenartikel | Brand | Social Web | Social web | Interaktive Medien | Interactive media |
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