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Keywords: Customer-generated communication
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Journal Articles
Asia Pacific Journal of Marketing and Logistics (2023) 35 (4): 997–1010.
Published: 04 July 2022
.../methodology/approach Using data from overseas purchase customers in the United States, this study examines communication as either firm or customer generated and assesses their effects on brand-related outcomes. Findings The results show that both firm- and customer-generated communication influence...
