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Keywords: Psychological sense of brand community
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Journal Articles
Journal:
Journal of Consumer Marketing
Journal of Consumer Marketing (2024) 41 (7): 774–788.
Published: 24 October 2024
... the effect of the narrative structure on the anthropomorphization of the brand archetype, leading to brand love. The psychological sense of brand community further conditions the moderating impact of congruence. Originality/value The research provides insights to the brand marketers that internally...
