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Keywords: Customer‐brand relationship
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Journal Articles
Journal:
Journal of Service Management
Journal of Service Management (2012) 23 (3): 344–361.
Published: 22 June 2012
... methods. Findings The paper can show a significant influence from online service usage behavior on the fan page on the customer‐brand relationship. Furthermore, the paper identifies different values such as functional and hedonic content as drivers of fan‐page participation. Research limitations...
