Work

Examining the brand trust and willingness to subscribe to third-party add-on services in over-the-top platforms: a brand trust transfer perspective

Year: 2024

Type: article

Study design: Observational Study

Source: Asia Pacific Journal of Marketing and Logistics

DOI: 10.1108/apjml-03-2024-0365

Authors: Anup Anurag Soren, Shibashish Chakraborty

Institutions: Indian Institute of Management Bodh Gaya, Indian Institute of Management Ranchi

Language: English

Topic: Consumer Behavior in Brand Consumption and Identification

Subfield: Marketing

Field: Business, Management and Accounting

Domain: Social Sciences

Open Access status: closed

OpenAlex ID: W4402863685

FWCI: 2.359

Cites: 31

Cited by: 5

Related to: 10