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Keywords: Place brand love
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Journal Articles
What’s love got to do with it? Place brand love and viral videos
Available to Purchase
Journal:
Internet Research
Internet Research (2020) 30 (1): 23–43.
Published: 04 October 2019
...Carola Strandberg; Maria Ek Styvén Purpose The purpose of this paper is to explore the role of brand love in place brand communication by incorporating potential antecedents and behavioral outcomes of place brand love in a social media setting. Design/methodology/approach Data were gathered...
