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Keywords: Value congruence
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Journal Articles
Journal:
Journal of Communication Management
Journal of Communication Management (2021) 25 (2): 160–181.
Published: 24 March 2021
...Leping You; Linda C. Hon Purpose This study developed and tested a consumer relations model to determine linkages among brand identity, reputation and value congruence with positive Word-of- Mouth (WOM) intentions. Design/methodology/approach An intercept survey was conducted during which 350...
