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Keywords: Influencer–follower congruence
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Journal Articles
Journal:
British Food Journal
British Food Journal (2024) 126 (12): 4055–4071.
Published: 28 May 2024
... of a brand’s promotional practices as well as customer loyalty (Bhati and Verma, 2020). It has been contended that consumer–brand congruence leads to favorable brand advocacy (Wilk and Harrigan, 2018) thus, through this study, we aim to find the link between influencer- follower congruence and brand advocacy...
