The Effect of Brand Personality on Electronic Word-of-Mouth: Mediation of Brand Love and Moderated Mediation of Brand Experience Sharing

The knowledge payment industry will rapidly attract many enterprises that provide knowledge services. This study investigates the interrelationship between brand personality, brand love, and electronic word-of-mouth in the context of knowledge payment. Moreover, this study explored the brand experie...

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Detalles Bibliográficos
Autores principales: Liu, Manlin, Yan, Jinzhe
Formato: Online Artículo Texto
Lenguaje:English
Publicado: Frontiers Media S.A. 2022
Materias:
Psychology
Acceso en línea:https://www.ncbi.nlm.nih.gov/pmc/articles/PMC9277477/
https://www.ncbi.nlm.nih.gov/pubmed/35846629
http://dx.doi.org/10.3389/fpsyg.2022.936033

Internet

https://www.ncbi.nlm.nih.gov/pmc/articles/PMC9277477/
https://www.ncbi.nlm.nih.gov/pubmed/35846629
http://dx.doi.org/10.3389/fpsyg.2022.936033

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