When love matters. Experience and brand love as antecedents of loyalty and willingness to pay a premium price in streaming services
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 fro...
| Main Authors: | , |
|---|---|
| Format: | Article |
| Language: | English |
| Published: |
Emerald Publishing
2021-12-01
|
| Series: | Spanish Journal of Marketing-ESIC |
| Subjects: | |
| Online Access: | https://www.emerald.com/insight/content/doi/10.1108/SJME-11-2020-0201/full/pdf?title=when-love-matters-experience-and-brand-love-as-antecedents-of-loyalty-and-willingness-to-pay-a-premium-price-in-streaming-services |