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Keywords: Online brand community
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Journal Articles
Journal:
European Journal of Marketing
European Journal of Marketing (2021) 55 (4): 969–994.
Published: 23 January 2021
...Jitender Kumar Purpose The purpose of this study is the exploration of customer engagement with the brand and brand community (dual foci) inside online brand communities and to assess the simultaneous impact of dual foci of engagement in creating equity for the brand. The role of sense...
