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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 CrossFit is used as a ca…
This study seeks to understand how micro, small, and medium-sized enterprises (MSMEs) can be innovative while developing their reputation. In doing so, this study focuses on com- panies classified as promoters of Colombia’s “orange economy…