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Keywords: Group receptivity
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Journal Articles
Asia Pacific Journal of Marketing and Logistics (2021) 33 (1): 124–144.
Published: 19 February 2020
... characteristics on brands. To partially fill this gap, this study examines how group characteristics influence brand loyalty from the perspective of social identity theory. Specifically, by collecting data from an online survey, this paper investigates the effects of group similarity, group receptivity and group...
