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Keywords: Brand tribalism
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Journal Articles
Asia Pacific Journal of Marketing and Logistics (2017) 29 (4): 743–758.
Published: 11 September 2017
...Jeremy J. Sierra; Harry A. Taute; Byung-Kwan Lee Purpose The purpose of this paper is to explore the indirect effect of smartphone-brand tribalism on the need for achievement. Design/methodology/approach Using survey data from 272 South Korean respondents, path analysis is used to evaluate...
