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Keywords: Affective brand commitment
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Journal Articles
Asia Pacific Journal of Marketing and Logistics (2024) 36 (6): 1520–1537.
Published: 02 January 2024
...Shuman Wang; Chunlin Yuan; Yue Liu; Hakil Moon Purpose This paper explores how the blockchain food traceability system (BFTS) affects consumers' affective brand commitment and subsequent willingness to pay premium prices. Design/methodology/approach From February 11 to May 23, 2023, this study...
