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Keywords: Structure equation modelling
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Journal Articles
Journal:
European Journal of Marketing
European Journal of Marketing (2020) 54 (3): 594–614.
Published: 21 February 2020
... confirmatory factor analysis. Phase 2 tested the hypotheses using structure equation modelling. Findings Results show that consistency between movie genres and linguistic cues in a film synopsis promotes movie box office revenue when linguistic cues shown in the synopsis confirm a consumer’s expectancies...
