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Keywords: Value congruity
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Journal Articles
Journal of Product & Brand Management (2019) 28 (2): 216–230.
Published: 13 February 2019
...Jitender Kumar; Jogendra Kumar Nayak Purpose Considering brand ownership as a cause of concern, this paper aims to propose a conceptual model portraying brand engagement as a function of members’ brand psychological ownership (BPO) and value-congruity and to investigate the effect of brand...
