Does non-hard-sell content really work? Leveraging the value of branded content marketing in brand building
Purpose: This study aims to test the role of branded content marketing on YouTube in brand building and explicates the mechanism through which brand content influences brand loyalty and purchase intentions. Design/methodology/approach: This study uses a quantitative, Web-based, three-step randomized...
Main Authors: | , , , |
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Other Authors: | |
Format: | Journal Article |
Language: | English |
Published: |
2021
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Subjects: | |
Online Access: | https://hdl.handle.net/10356/147517 |