Does non-hard-sell content really work? Leveraging the value of branded content marketing in brand building

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...

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Bibliographic Details
Main Authors: Lou, Chen, Xie, Quan, Feng, Yang, Kim, Wonkyung.
Other Authors: Wee Kim Wee School of Communication and Information
Format: Journal Article
Language:English
Published: 2021
Subjects:
Social sciences::Communication
Purchase Intentions
Brand Loyalty
Online Access:https://hdl.handle.net/10356/147517

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