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Keywords: E-brand communities
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Journal Articles
Asia Pacific Journal of Marketing and Logistics (2021) 33 (7): 1535–1555.
Published: 08 December 2020
...Muhammad Hasnain Abbas Naqvi; Yushi Jiang; Mishal Naqvi Purpose This article investigates the factors in customer engagement with electronic brand (e-brand) communities and the mechanism behind their effects. The aim is to investigate the influence of various characteristics of e-brand communities...
