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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| Main Authors: | , , |
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| Format: | Article |
| Language: | English |
| Published: |
Marmara University
2021-12-01
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| Series: | Türkiye İletişim Araştırmaları Dergisi |
| Subjects: | |
| Online Access: | https://dergipark.org.tr/tr/download/article-file/1757542 |
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