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Short video narratives, brand equity dimensions and hortitourism patronage: does real-world video matter?
Purpose – Using 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…
video narratives from a tourist perspective increased brand equity dimensions which could lead to intention to
patronise. Further, the study…
