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Resultados para "Brand Community Identification" · 2 coincidencias
Trust, loyalty, and engagement are key objectives for a brand. These elements can result from other brand attributes, such as identification, and can also catalyze other positive outcomes for brands; for instance, advoc…
In this article, the relationship between Brand Community Identification (BCI) and positive electronic Word of Mouth (eWOM) is analyzed, considering Social Identity (SI) as an explanatory variable. The sports brand Cros…