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Keywords: Brand attitude
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Journal Articles
Journal:
Journal of Services Marketing
Journal of Services Marketing (2025) 39 (10): 54–72.
Published: 09 April 2025
...Roberta De Cicco; Barbara Francioni; Ilaria Curina; Marco Cioppi Purpose This study aims to investigate the impact of educational digital content (EDC) creators on perceived content quality, consumer engagement, brand attitude and advocacy intention. Design/methodology/approach The research...
Journal Articles
Journal:
Journal of Services Marketing
Journal of Services Marketing (2024) 38 (3): 369–382.
Published: 16 February 2024
...Sandeep Jagani; Vafa Saboorideilami; Saraf Tarannum Purpose This study aims to investigate the conditional relationships among sustainability implementation, brand awareness, brand attitude and brand loyalty through the lens of transformative service research (TSR). The research also aims...
