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When love matters. Experience and brand love as antecedents of loyalty and willingness to pay a premium price in streaming services

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When love matters. Experience and brand love as antecedents of loyalty and willingness to pay a premium price in streaming services

dc.contributor.author	Santos, Mauricio
dc.contributor.author	Schlesinger, María Walesska
dc.date.accessioned	2023-10-11T08:38:44Z
dc.date.available	2023-10-12T04:45:05Z
dc.date.issued	2021	es_ES
dc.identifier.citation	When love matters. Experience and brand love as antecedents of loyalty and willingness to pay a premium price in streaming services Mauricio Santos, Walesska Schlesinger. Spanish Journal of Marketing - ESIC: Volume 25 Issue 3 pp. 374-391.	es_ES
dc.identifier.uri	https://hdl.handle.net/10550/90301
dc.description.abstract	Purpose – This paper aims to test the effects of brand experience and brand love on brand loyalty and willingness to pay a premium price in streaming television services. Design/methodology/approach – Structural equation modelling was used to assess the proposed theoretical model drawing on data from 220 subscribers of a well-known TV streaming brand services (Netflix). Findings – The results revealed that brand experience and brand love have a significant direct impact on brand loyalty and willingness to pay a premium price in streaming TV services. Also, the impact brand experience has on brand loyalty and on willingness to pay a premium price is partially mediated by brand love. Practical implications – In the streaming television industry, brand managers can create more meaningful experiences that create strong and emotional bonds with users, thereby increasing loyalty levels and intention to pay a premium price. Also, brand managers should consider focusing their efforts to young consumers, as they have a stronger attachment to technology than older generational groups. Originality/value – This paper enriches the existing literature on brand experience in the entertainment television industry and provides evidence of the role of experience and brand love on brand loyalty and willingness to pay a premium price in services.	es_ES
dc.language.iso	en	es_ES
dc.publisher	Emerald	es_ES
dc.subject	brand experience	es_ES
dc.subject	brand love	es_ES
dc.subject	brand loyalty	es_ES
dc.subject	streaming services	es_ES
dc.subject	willingness to pay a premium price	es_ES
dc.title	When love matters. Experience and brand love as antecedents of loyalty and willingness to pay a premium price in streaming services	es_ES
dc.type	journal article	es_ES
dc.subject.unesco	UNESCO::CIENCIAS ECONÓMICAS	es_ES
dc.identifier.doi	10.1108/SJME-11-2020-0201	es_ES
dc.accrualmethod	S	es_ES
dc.embargo.terms	0 days	es_ES
dc.type.hasVersion	VoR	es_ES
dc.rights.accessRights	open access	es_ES