When love matters. Experience and brand love as antecedents of loyalty and willingness to pay a premium price in streaming services
Abstract
Purpose This paper aims to test the effects of brand experience and brand love on brand loyalty and willingness to pay a premium price in streaming television services. Design/methodology/approach Structural equation modelling was used to assess the proposed theoretical model drawing on data from 220 subscribers of a well-known TV streaming brand services (Netflix). Findings The results revealed that brand experience and brand love have a...
Paper Details
Title
When love matters. Experience and brand love as antecedents of loyalty and willingness to pay a premium price in streaming services
Published Date
Nov 8, 2021
Volume
25
Issue
3
Pages
374 - 391
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