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Keywords: Online brand advocacy
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Journal Articles
Online brand advocacy and brand loyalty: a reciprocal relationship?
Available to Purchase
Asia Pacific Journal of Marketing and Logistics (2021) 33 (10): 1977–1993.
Published: 24 February 2021
...Violetta Wilk; Geoffrey N. Soutar; Paul Harrigan Purpose The purpose of this study is to increase the understanding of the online brand advocacy (OBA) and brand loyalty relationship through a social identity theory lens. Design/methodology/approach An online survey was used to obtain...
