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Keywords: Social identity theory
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Journal Articles
Journal:
European Journal of Marketing
European Journal of Marketing (2024) 58 (6): 1630–1652.
Published: 25 June 2024
... 14 02 2024 13 03 2024 17 04 2024 © Emerald Publishing Limited 2024 Emerald Publishing Limited Licensed re-use rights only Identity threat Gift-giving Social identity theory Membership organization Longitudinal field study Attribution Purchases of products...
Journal Articles
Journal:
European Journal of Marketing
European Journal of Marketing (2023) 57 (10): 2683–2712.
Published: 11 May 2023
... service beneficiaries and service enablers, anchored in social identity theory. It provides clear recommendations for practice through reframing the recruitment challenge. Company-created brand communities have been seen as pure relationship marketing (Carlson et al., 2008), as also witnessed...
