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Keywords: Online brand community
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Journal Articles
Journal:
Marketing Intelligence & Planning
Marketing Intelligence & Planning (2017) 35 (4): 510–528.
Published: 06 May 2017
...Jamid Ul Islam; Zillur Rahman; Linda D. Hollebeek Purpose The purpose of this paper is to provide insight into the relationship between consumer personality traits and consumer engagement (CE) in the online brand community (OBC) context. This study also examines the effect of CE on consumers...
