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Keywords: Streaming service
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Journal Articles
Journal:
Spanish Journal of Marketing - ESIC
Spanish Journal of Marketing - ESIC (2021) 25 (3): 374–391.
Published: 08 November 2021
... loyalty and willingness to pay a premium price in the industry of streaming services. The research also attempts to reveal whether brand love has a mediating effect in the relationship between brand experience and brand loyalty, as well as between brand experience and willingness to pay a premium price...
