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Keywords: Positive word of mouth
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Journal Articles
Journal of Product & Brand Management (2023) 32 (2): 330–342.
Published: 30 September 2022
... of perceived CSR authenticity in predicting perceived brand loyalty (i.e. brand trust, positive word of mouth [PWOM]) via perceived brand authenticity by considering the moderating effects of brand image on perceived brand authenticity and loyalty to determine its influence in the global branding context...
