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Keywords: Self-brand connections
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Journal Articles
Journal:
European Journal of Marketing
European Journal of Marketing (2021) 55 (5): 1411–1439.
Published: 22 January 2021
... is created through consumer-initiated online brand communities (OBCs) and brand-initiated digital content marketing (DCM) communications. Self-brand connections are examined as an important antecedent to the cognitive, affective, behavioural and social dimensions of consumer engagement and the subsequent...
