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Keywords: Consumer-brand commitment
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Journal Articles
Journal of Product & Brand Management (2025) 34 (8): 1279–1293.
Published: 26 September 2025
...Re-an Müller; Isaac Sewornu Coffie; Natasha De Klerk Purpose This study aims to examine the interactive influence of incentive types (monetary and non-monetary) on the relationship between consumer-brand commitment and online brand advocacy behaviour. Design/methodology/approach Data from 551...
