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Title: How can stimuli and emotions help increase brand advocacy
Authors: Loureiro, S. M. C.
Bilro, R.
Keywords: Information
Interactive features
Design-visual appeal
Online engagement
Brand advocacy
Issue Date: 2018
Abstract: The current study aims to explore if Information/Content, Interactive Features, and Design-Visual appeal influences consumers emotional states of Pleasure, Arousal, and Dominance (PDA), leading to brand advocacy as an outcome. Therefore, our goal is to understand which stimuli of experience exercises more effect on the three emotional states (PDA) and which of these three better influence Brand Advocacy. Data from 183 users of CGM were analysed through structural equation modelling (SmarthPLS2.0) and the findings show that all the aforementioned stimuli influence online PDA. Findings also suggest that all PDA dimensions influence Brand Advocacy.
Peer reviewed: yes
Appears in Collections:BRU-CRI - Comunicações a conferências internacionais

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