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Keywords: Perceived community-brand similarity
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Journal Articles
Understanding community citizenship behavior in social networking sites: An extension of the social identification theory
Available to Purchase
Journal:
Industrial Management & Data Systems
Industrial Management & Data Systems (2015) 115 (9): 1752–1772.
Published: 19 October 2015
...-identification impact on the community citizenship behavior (CCB). Specifically, the authors propose perceived community-brand similarity (PCBS) influence CCB via dual-identification and brand passion (BP). Design/methodology/approach – The research sample consists of 323 members who have used Apple...
