The Magic of Brand Experience: A Value Co-creation Perspective of Brand Equity on Short-form Video Platforms
Many companies are utilizing short-form video platforms to enhance the value co-creation between brands and consumers and ultimately create brand equity. However, there is a research gap in the present literature regarding the significance of consumers' participation in short-form video platfor...
| Main Authors: | , , , , , |
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| Format: | Article |
| Language: | English |
| Published: |
Ital Publication
2023-10-01
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| Series: | Emerging Science Journal |
| Subjects: | |
| Online Access: | https://www.ijournalse.org/index.php/ESJ/article/view/1821 |