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Journal Articles

Consumer emotional brand attachment with social media brands and social media brand equity

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Abhishek Dwivedi, Lester W. Johnson, Dean Charles Wilkie, Luciana De Araujo-Gil
Journal: European Journal of Marketing
European Journal of Marketing (2019) 53 (6): 1176–1204.
https://doi.org/10.1108/EJM-09-2016-0511
Published: 11 July 2018
... on CBBE. The authors also find support for a fully mediated effect of emotional brand attachment on social media brand equity. Further, they broaden the nomological network of emotional brand attachment, outlining key outcomes. Research limitations/implications This paper offers a conceptual mechanism...
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