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Journal Articles

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

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Chen Lou, Quan Xie, Yang Feng, Wonkyung Kim
Journal: Journal of Product & Brand Management
Journal of Product & Brand Management (2019) 28 (7): 773–786.
https://doi.org/10.1108/JPBM-07-2018-1948
Published: 29 May 2019
.... Consumers derive value from the relevant content and subsequently form more favorable brand attitudes, greater brand loyalty and heightened purchase intentions. Brand loyalty mediates the effect of perceived brand content value on purchase intentions. Practical implications This study’s findings support...
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