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Keywords: Online brand experience
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Journal Articles
Antecedents and outcomes of online brand engagement: The role of brand love on enhancing electronic-word-of-mouth
Available to Purchase
Journal:
Online Information Review
Online Information Review (2017) 41 (7): 985–1005.
Published: 13 November 2017
... of the constructs and a section with the socio-demographic variables. Findings Involvement and online brand experience (OBE) are important drivers of online brand engagement. Brand love is a significant mediator between online brand engagement and e-WOM. Originality/value Studies about antecedents...
