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Keywords: Customer knowledge management
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Journal Articles
Enhancing resilience to negative information in consumer-brand interaction: the mediating role of brand knowledge and involvement
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Journal of Research in Interactive Marketing (2021) 15 (4): 571–591.
Published: 31 May 2021
... and brands. Originality/value Little attention has been paid to examine the RNI and linking it with brand knowledge and brand involvement in online communities’ context, thus, the current research is conducted. Interactivity Brand Relationship marketing Buyer behavior Customer knowledge management...
