Short video narratives, brand equity dimensions and horti-tourism patronage: does real-world video matter?
Iddrisu Mohammed,
Mahmoud Abdulai Mahmoud,
Robert Ebo Hinson
Abstract:PurposeUsing the transportation theory, and the brand equity model, this study aims to examine how short video narratives from a tourist perspective increased brand equity dimensions which could lead to intention to patronise. Further, the study tested the moderating role of real-world video between the brand equity dimensions and intention to patronise.Design/methodology/approachA sequential explanatory mixed method is adopted for this study. An empirical study was conducted in the first phase with 1,119 part… Show more
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