Building OTT brand loyalty and brand equity: Impact of original series on OTT services
Abstract
Since streaming over-the-top (OTT) services may make recommendations to consumers regarding what to watch, OTT services customize not just OTT original series consumption experiences, but OTT brand personality perceptions. This influences how brand equity and brand loyalty are built for these OTT brands. This study is interested in understanding a) How original series help build consumer-based brand equity (CBBE) toward OTT services and b) How...
Paper Details
Title
Building OTT brand loyalty and brand equity: Impact of original series on OTT services
Published Date
Jan 1, 2022
Journal
Volume
66
Pages
101733 - 101733
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