The Role of Broadcasters and Brand Image in Improving Consumer Loyalty—Evidence From Live Streaming on Chinese Social Platforms
Consumer loyalty is crucial to a company’s performance and significantly influences its development trends. Customer trust and satisfaction form the foundation for establishing consumer loyalty, with perceived value, perceived quality, and service quality serving as prerequisites for gaining this tr...
| Main Authors: | , |
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| Format: | Article |
| Language: | English |
| Published: |
SAGE Publishing
2024-03-01
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| Series: | SAGE Open |
| Online Access: | https://doi.org/10.1177/21582440241239457 |