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Keywords: Brand community commitment
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Journal Articles
Love the star, love the team? The spillover effect of athlete sub brand to team brand advocacy in online brand communities
Available to Purchase
Journal of Product & Brand Management (2023) 32 (2): 343–359.
Published: 05 October 2022
...Amy Wong; Yu-Chen Hung Purpose This paper aims to examine the antecedents of brand passion and brand community commitment, namely, self-congruity and athlete attraction, as well as their effects on online brand advocacy in online brand communities. Design/methodology/approach The sample...
Journal Articles
The bright side and dark side of group heterogeneity within online brand community
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Journal of Product & Brand Management (2020) 29 (1): 69–80.
Published: 26 July 2019
... organization research, this paper aims to study the consequences of two types of group heterogeneity (i.e. visible heterogeneity and value heterogeneity) on brand community commitment and brand commitment. The moderating role of tenure in a community is also examined. Design/methodology/approach A survey...
