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Keywords: Membership duration
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Journal Articles
Journal:
Marketing Intelligence & Planning
Marketing Intelligence & Planning (2021) 39 (7): 909–923.
Published: 23 June 2021
... engagement and the moderating effect of membership duration. Design/methodology/approach The authors collected data from 601 Chinese consumers of OBCs using an online questionnaire survey and applied structural equation modeling to analyze the data. Findings The authors found a positive relationship...
