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Keywords: Online brand community engagement
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Journal Articles
Journal of Product & Brand Management (2022) 31 (8): 1252–1264.
Published: 13 May 2022
...Chia-Wen Chang; Chiu-Ping Hsu Purpose This study aims to provide a conceptual framework for exploring the relationship between online game product engagement and online brand community engagement and how these two types of customer engagement affect subsequent offline benefit for customers...
