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Keywords: Scale validation
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Journal Articles
Journal of Research in Interactive Marketing (2024) 18 (5): 787–814.
Published: 08 February 2024
... managerial understanding of negativity fostering strategies that protect brand engagement and improve firm performance. Negative brand engagement Online context Conceptualisation Scale development Scale validation Cleopatra Veloutsou is the corresponding author and can be contacted...
Includes: Supplementary data
