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Keywords: Hedonic value
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Journal Articles
Global Knowledge, Memory and Communication (2024)
Published: 13 November 2024
...) and after (n = 138) COVID-19 situation in the over-the-top (OTT) platforms setting through purposive sampling was analyzed using partial least square structural equation modeling (PLS-SEM). Findings The study elucidates that customer perceived value (utilitarian and hedonic values) impacts...
Journal Articles
Global Knowledge, Memory and Communication (2025) 74 (7-8): 2754–2776.
Published: 02 January 2024
...Safdar Hussain; Muhammad Haroon Shoukat; Islam Elgammal; Mukaram Ali Khan; Kareem M. Selem Purpose Drawing on social identity theory (SIT), the current research highlights the sequential mediation effects of customer interaction, functional value and hedonic value in linking customer-brand...
