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Keywords: Smartphones
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Journal Articles
Journal:
Management Decision
Management Decision 1–24.
Published: 27 October 2025
...), the present study seeks to examine the influence of brand authenticity (S) and brand love (O) on brand advocacy (R), along with the mediating function of brand love and the moderating effect of the need for uniqueness. Design/methodology/approach The data collected from 384 smartphone consumers were...
