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Keywords: Perceived authenticity
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Journal Articles
Journal of Product & Brand Management (2026) 35 (6): 862–876.
Published: 03 March 2026
... whether induced advocacy fusion increases support for aligned activism. Study 2 examined whether fusion moderates the effect of relationship norms on positive WOM and whether perceived authenticity mediates this effect. Study 3 replicated these effects using trait fusion. Study 4 investigated how fusion...
Includes: Supplementary data
