Brand Experience, Its Antecedents and Its Effects on Brand Loyalty in Online TV Streaming Platforms: The Mediation Effect of Brand Attitude and Brand Preference

Online TV streaming platforms are emerging markets. The assessment of customer-brand relations andbrand experiences on these platforms will be useful in developing, testing structural models, and examiningthe indirect-direct effects on brand loyalty. This study aims to determine brand experiences’ a...

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Autors principals:	Namık Kemal Deveci, Fatma Görgün Deveci, Aysel Erciş
Format:	Artigo
Idioma:	Inglês
Publicat:	Marmara University 2021-12-01
Col·lecció:	Türkiye İletişim Araştırmaları Dergisi
Matèries:	self-brand connection brand experience brand attitude brand preference brand loyalty mediation effect benlik-marka bağlantısı marka deneyimi marka tutumu marka tercihi marka bağlılığı aracılık etkisi
Accés en línia:	https://dergipark.org.tr/tr/download/article-file/1757542
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