The relationship between brand experience and word-of-mouth in the TV-series sector : the moderating effect of culture and gender
Year of publication: |
2022
|
---|---|
Authors: | Rojas-Lamorena, Álvaro J. ; Alcántara-Pilar, Juan Miguel ; Rodríguez-López, María Eugenia |
Published in: |
Journal of marketing communications. - London : Routledge, ISSN 1466-4445, ZDB-ID 2020291-X. - Vol. 28.2022, 5, p. 506-527
|
Subject: | brand experience | gender | individualism/collectivism | Omni-channel | TV series | word-of-mouth | Geschlecht | Gender | Virales Marketing | Viral marketing | Markenführung | Brand management | Markenartikel | Brand | Markenimage | Brand image | Konsumentenverhalten | Consumer behaviour |
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