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Keywords: Brand advocacy
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Journal Articles
Asia Pacific Journal of Marketing and Logistics 1–23.
Published: 28 July 2026
... and brand trust, which further impact consumers' brand advocacy behavior. This study uses brand image and brand identity as mediator variables and celebrity-brand congruence as a moderator variable. Design/methodology/approach This study collected data from 401 individuals with high social media usage...
Journal Articles
Asia Pacific Journal of Marketing and Logistics 1–18.
Published: 18 May 2026
... of this article. 29 12 2025 11 03 2026 19 04 2026 19 04 2026 © Emerald Publishing Limited 2026 Emerald Publishing Limited Licensed re-use rights only Brand advocacy Brand equity Brand associations Brand awareness Perceived quality Understanding BE and, more...
