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Keywords: Online brand community
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Journal Articles
Journal:
Industrial Management & Data Systems
Industrial Management & Data Systems (2022) 122 (1): 251–271.
Published: 17 November 2021
...Congcong Yang; Pianpian Yang; Yuanyue Feng Purpose This research draws on self-determination theory and self-construal theory to investigate the effects of achievement-related gamification features on customers' brand attachment in online brand communities. Design/methodology/approach Survey...
