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Keywords: Similarity cues
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Journal Articles
Journal:
Journal of Consumer Marketing
Journal of Consumer Marketing (2016) 33 (6): 397–407.
Published: 12 September 2016
...Maximilian Stieler; Claas Christian Germelmann Purpose This paper aims to focus on similarity cues that may strengthen bonds among crowd members and that serve as “glue” between individual group members in the context of collective football-viewing events. Design/methodology/approach Study 1...
