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Keywords: Community commitment
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Journal Articles
Why do consumers engage in a social media brand community: investigating the effect of psychological empowerment on commitment and loyalty
Available to Purchase
Journal:
Journal of Consumer Marketing
Journal of Consumer Marketing (2023) 40 (6): 734–747.
Published: 25 April 2023
...). This study also looks at the impact of psychological empowerment on brand community commitment (CC) and brand loyalty. Design/methodology/approach Convenience and snowball sampling were used to select respondents from mobile phone brand communities in India. The conceptual model was tested using...
