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Keywords: Community identification
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Journal Articles
Asia Pacific Journal of Marketing and Logistics (2021) 33 (1): 124–144.
Published: 19 February 2020
... involvement on brand loyalty, the mediating role of community identification and the moderating effect of tenure in a community. Design/methodology/approach Data from 482 brand community members were analyzed using structural equation modeling. Findings The results show that group similarity, group...
