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Journal Articles

Beyond the plate: the role of brand activism on customer citizenship behaviour in the food services brands

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Mei Kei Leong, Kim Leng Khoo, Cindy Ngun
Journal: Journal of Hospitality and Tourism Insights
Journal of Hospitality and Tourism Insights (2026) 9 (5): 2145–2164.
https://doi.org/10.1108/JHTI-05-2025-0579
Published: 20 January 2026
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