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Title: Examining the Drivers of Cutomer Responses to Social Media Experiences
Authors: Nguyễn Thị Minh, Hải
Keywords: Nghiên cứu thị trường
Mạng xã hội
Người tiêu dùng
Marketing research
Social networks
Quản trị kinh doanh
Issue Date: 2020
Publisher: The University of Melbourne, Australia
Abstract: The findings revealed that the effects of escapism experience and aesthetic experience on customers behavioural responses were mediated by brand love. Additionally, self-congruence was found to mediate the effect of aesthetic experience on customer inspiration to purchase symbolic brands
Description: Luận án tiến sỹ Kinh tế - QTKD chuyên ngành Quản trị kinh doanh (Marketing)
Appears in Collections:Luận án Tiến Sỹ

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