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Keywords: Customer brand advocacy
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Journal Articles
Journal of Research in Interactive Marketing (2020) 14 (2): 153–172.
Published: 01 June 2020
...Ragini Bhati; Harsh V. Verma Purpose The purpose of this paper is to find out the antecedents of customer brand advocacy (CBA) on the basis of synthesis of the CBA literature. A summarisation of the results of the empirical CBA studies containing CBA as a measured variable is carried out...
