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Keywords: Brand affection
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Journal Articles
Asia Pacific Journal of Marketing and Logistics (2021) 33 (4): 1033–1051.
Published: 07 September 2020
... connection and brand affection. Design/methodology/approach The study utilized a sample of 278 smartphone users in Lebanon. A questionnaire was used for data collection and a mediation analysis was employed to test the hypothesized relationships. Findings The findings revealed that experiential...
