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Keywords: Psychological brand ownership
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Journal Articles
Journal of Research in Interactive Marketing (2025) 19 (2): 201–220.
Published: 02 May 2024
... and psychological brand ownership, which in turn can further contribute to consumers' brand loyalty. Originality/value By offering a more comprehensive insight into how affective commitment and psychological brand ownership act as intermediaries between value co-creation practices and consumers' brand loyalty...
