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Keywords: Online brand community
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Journal Articles
Journal of Advances in Management Research (2018) 15 (3): 367–392.
Published: 15 March 2018
...Anurag Tiruwa; Rajan Yadav; Pradeep Kumar Suri Purpose The purpose of this paper is to understand the customer attitude and perception towards the online brand communities (OBCs) and purchase intention (PI). The paper also analyses the moderating effects of age, income and internet usage...
