When sparks fly: How arousal-driven atmospheres, brand positioning, and . . . Grounded in Construal Level Theory (CLT), this study develops a theoretical framework that elucidates the interplay among live-streaming atmospheres, brand positioning, and consumer traits We empirically validate our hypotheses through three scenario-based experiments
When sparks fly: How arousal-driven atmospheres, brand positioning, and . . . Grounded in Construal Level Theory (CLT), this study develops a theoretical framework that elucidates the interplay among live-streaming atmospheres, brand positioning, and consumer traits We empirically validate our hypotheses through three scenario-based experiments
When sparks fly: How arousal-driven atmospheres, brand positioning, and . . . Grounded in Construal Level Theory (CLT), this study develops a theoretical framework that elucidates the interplay among live-streaming atmospheres, brand positioning, and consumer traits We empirically validate our hypotheses through three scenario-based experiments
When sparks fly: How arousal-driven atmospheres, brand . . . Grounded in Construal Level Theory (CLT), this study develops a theoretical framework that elucidates the interplay among live-streaming atmospheres, brand positioning, and consumer traits
重庆大学 杨翩翩--首页 - cqu. edu. cn 在Journal of Production Innovation Management、International Review of Financial Analysis、Journal of Research in Interactive Marketing、Journal of Retailing and Consumer
重庆大学 邵兵家--首页 - cqu. edu. cn Bingjia Shao, Yinghui Zhu, Pianpian Yang, Yan Qin,When sparks fly: How arousal-driven atmospheres, brand positioning, and consumer traits collide in
Pianpian Yang (0000-0002-9337-6933) - ORCID When sparks fly: How arousal-driven atmospheres, brand positioning, and consumer traits collide in live-streaming ecosystems Journal of Retailing and Consumer Services