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Keywords: Offline brand activity
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Journal Articles
Motivation for users' knowledge-sharing behavior in virtual brand communities: a psychological ownership perspective
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Asia Pacific Journal of Marketing and Logistics (2022) 34 (10): 2165–2183.
Published: 01 December 2021
... users participate in more offline brand activities, the positive impact of the fulfillment of the need for relatedness on psychological ownership is strengthened, while the positive impact of the fulfillment of the need for autonomy on psychological ownership is weakened. Originality/value The paper...
