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Keywords: Community attachment
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Journal Articles
From safe havens to city shapers: purpose activation through community co-creation in queer micro-brands
Available to Purchase
Journal of Product & Brand Management 1–18.
Published: 22 June 2026
... surveyed visitors (n = 612) and used partial least squares structural equation modelling to examine a pathway in which inclusive purpose enhances authenticity, which strengthens community attachment and loyalty. Findings Across studies, inclusive purpose consistently increases perceived...
