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Keywords: Group involvement
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Journal Articles
Asia Pacific Journal of Marketing and Logistics (2021) 33 (1): 124–144.
Published: 19 February 2020
... receptivity and group involvement increase brand loyalty; furthermore, the effect is mediated by community identification. Moreover, group receptivity is more effective in fostering community identification of short-tenure members, whereas group similarity plays a more important role for long-tenure members...
