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Keywords: Group heterogeneity
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Journal Articles
Journal of Research in Interactive Marketing (2020) 14 (4): 413–430.
Published: 25 September 2020
... is to investigate the effect of group heterogeneity on brand commitment. The mediation effect of self–brand connection and moderation effect of brand symbolism has also been examined. Design/methodology/approach Data were collected using a survey of 498 users from a range of OBCs. Hierarchical regression...
