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Keywords: Intention to use
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Journal Articles
Journal of Product & Brand Management (2024) 33 (1): 57–75.
Published: 27 October 2023
..., brand loyalty and intention to use gamified branded applications in the sports context. In addition, it explores the mediating role of customer–brand engagement (CBE) and the moderating role of self-image congruity (SIC). Design/methodology/approach A sample of 436 active users of sport-related...
