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Keywords: Attachment theory
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Journal Articles
Can short video promote festival marketing? Empirical evidence from Macau
Available to Purchase
Asia Pacific Journal of Marketing and Logistics (2025) 37 (11): 3166–3182.
Published: 26 March 2025
...Manrong Gan; Christy Ying Ni Liu; C. Michael Hall; Chris Zhen Gan Zhu; Sara Naderi Koupaei Purpose Drawing upon attachment theory, this work examines the antecedents (cognitive image, affective image and conative image) and consequences (festival identity) of place attachment (place dependence...
Journal Articles
How celebrity attachment influences event participation intentions: from the customer-relationship theory and attachment theory approaches
Available to PurchasePhuong Kim Thi Tran, Nhi Thao Ho-Mai, Nhi Uyen Thi Nguyen, Uyen Phuong Thi Mai, Nhi Uyen Ngoc Nguyen, Duong Hai Thi Bui, Huy Van Le, Vinh Trung Tran
Asia Pacific Journal of Marketing and Logistics (2025) 37 (8): 2182–2204.
Published: 31 December 2024
...Phuong Kim Thi Tran; Nhi Thao Ho-Mai; Nhi Uyen Thi Nguyen; Uyen Phuong Thi Mai; Nhi Uyen Ngoc Nguyen; Duong Hai Thi Bui; Huy Van Le; Vinh Trung Tran Purpose From the customer-relationship theory and attachment theory approaches, this study proposes a serial mediation model to examine how celebrity...
Journal Articles
How does sports e-commerce influence consumer behavior through short video live broadcast platforms? Attachment theory perspective
Available to Purchase
Asia Pacific Journal of Marketing and Logistics (2024) 36 (7): 1557–1575.
Published: 22 January 2024
...Shoukai Jiao; Xianliang Wang; Chao Ma; Yiran Deng Purpose Based on the “S-O-R” and attachment theories, this paper constructs a research model of the platform attribute factors of sports short video live e-commerce on consumers' psychological conditions, and explores how platform attributes affect...
