The Impact of Live-streaming Atmosphere and Brand Positioning on Consumer Brand Attitudes

Authors

Yinghui Zhu, School of Economics and Business Administration, Chongqing University, Chongqing, 400044, China
Bingjia Shao, School of Economics and Business Administration, Chongqing University, Chongqing, 400044, ChinaFollow

Recommended Citation

Zhu, Yinghui and Shao, Bingjia, "The Impact of Live-streaming Atmosphere and Brand Positioning on Consumer Brand Attitudes" (2025). WHICEB 2025 Proceedings. 81.
https://aisel.aisnet.org/whiceb2025/81