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Keywords: Brand involvement
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Journal Articles
International Journal of Retail & Distribution Management (2026) 54 (7): 781–797.
Published: 05 June 2026
... of brand involvement and social media exposure. Design/methodology/approach Grounded in social identity theory, the study tests a moderated mediation model using survey data from 407 UK consumers. The three hypotheses were examined using Hayes' PROCESS macro. Findings CPER has a positive effect...
