How does involvement build loyalty towards music-streaming platforms? : a multi-analytical SEM-ANN technique
Year of publication: |
2023
|
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Authors: | Theadora, Clarissa ; Amelia, Maria Veronica ; Tan, Garry Wei-Han ; Lo, Pei-San ; Ooi, Keng-Boon ; Dwivedi, Yogesh Kumar |
Published in: |
The journal of product & brand management. - Bingley : Emerald, ISSN 2054-1643, ZDB-ID 2020682-3. - Vol. 32.2023, 4, p. 645-660
|
Subject: | Brand engagement | Brand involvement | Brand loyalty | Brand trust | Cognitive dissonance | Music streaming | Platform branding | SEM-ANN | Spotify | User involvement | User participation | Word-of-mouth | Markenführung | Brand management | Beziehungsmarketing | Relationship marketing | Konsumentenverhalten | Consumer behaviour | Markenartikel | Brand | Kundenintegration | Customer integration | Virales Marketing | Viral marketing | Vertrauen | Confidence | Markentreue | Social Web | Social web | Markenimage | Brand image | Online-Marketing | Internet marketing |
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