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Keywords: Brand advocacy
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Journal Articles
Journal of Research in Interactive Marketing (2023) 17 (1): 61–77.
Published: 14 December 2021
... and utilitarian rewards, which the authors posit will affect subjective well-being (SWB) and brand advocacy. Design/methodology/approach Data collected through a questionnaire completed by 367 members of OBC were employed to test the structural theory using partial least squares-structural equation modelling...
