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Keywords: Value-congruity
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Journal Articles
Journal:
European Journal of Marketing
European Journal of Marketing (2021) 55 (4): 969–994.
Published: 23 January 2021
... value-congruity has a direct effect on brand engagement; however, community-based value-congruity has an indirect effect on brand community engagement through brand community psychological ownership. The moderating effect of sense of community on engagement is also observed. Engagement with dual foci...
