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Brand Community Identification as an emotional bond to promote positive eWOM intention in Higher Education

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…

Social identity and brand community identification; Influence on eWOM intention in a sports brand

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…