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Keywords: Online brand-related activities
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Journal Articles
European Journal of Management and Business Economics (2025) 34 (3): 359–383.
Published: 24 June 2024
...Sandra Castro-González; Belén Bande; Pilar Fernández-Ferrín Purpose Few studies have explained how and when consumers are willing to engage in online brand-related activities (COBRAs). This study examines the role of brand love in a consumer’s decision to engage in online brand-related activities...
