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Keywords: Digital era
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Journal Articles
Journal:
Marketing Intelligence & Planning
Marketing Intelligence & Planning (2023) 41 (7): 880–902.
Published: 15 August 2023
... at the theatre. Design/methodology/approach Employing covariance-based structural equation modelling (CB-SEM), this study analyses survey data on cinema-going experience collected from 673 moviegoers in digital era of a new normal. Findings The findings elucidate that movie branding, movie genre...
