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Keywords: Aliexpress
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Journal Articles
Potential effects of customer-brand identification and self-representation on Aliexpress advocacy: a comparative study
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Global Knowledge, Memory and Communication (2025) 74 (7-8): 2754–2776.
Published: 02 January 2024
... identification and self-representation with online brand advocacy (OBA). Design/methodology/approach Data were gathered from 483 Egyptian and 595 non-Egyptian Aliexpress shopping platform customers, then analyzed using SmartPLS 4. Findings The multigroup analysis findings revealed that customer...
