THE IMPACT OF BRAND EXPERIENCE AND AUTHENTICITY ON WORD-OF-MOUTH AND RECOMMENDATION INTENTIONS: A PARALLEL MEDIATION ANALYSIS USING PLS-SEM
This study examines the influence of brand experience and authenticity on word-of-mouth (WOM) communication and recommendation intentions among Millennials and Generation Z in Indonesia, focusing on local specialty food products. Furthermore, it investigates how brand love mediates the relationship...
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| Main Authors: | , , , |
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| Format: | Article |
| Language: | English |
| Published: |
Sarawak Research Society (SRS)
2025-01-01
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| Series: | Journal of Applied Structural Equation Modeling |
| Subjects: | |
| Online Access: | https://jasemjournal.com/wp-content/uploads/2025/03/JASEM90103-Yasri-et-al.-2025.pdf |
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