Integrating Social Cognitive Theory and Brand Equity Models: A Framework for Analyzing Audience Engagement Behavior in IP Animated Films

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Wu, J., Yasin, M. A. I., & Ng, C. F. (2025). Integrating Social Cognitive Theory and Brand Equity Models: A Framework for Analyzing Audience Engagement Behavior in IP Animated Films. International Journal of Academic Research in Business and Social Sciences, 15(8), 773–789.

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