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Keywords: Brand type
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Journal Articles
Journal:
European Journal of Marketing
European Journal of Marketing (2021) 55 (4): 995–1022.
Published: 03 December 2020
... for the moderating role of brand type and social media platform. Design/methodology/approach Two separate online surveys (Study 1 (N1) = 341, Study 2 (N2) = 183) were conducted to measure the constructs of interest. Regression analyzes tests research hypotheses; PROCESS Model 1 was used to test...
