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Keywords: Participation intentions
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Journal Articles
Enhancing participation intentions in online brand communities
Available to Purchase
Journal:
Marketing Intelligence & Planning
Marketing Intelligence & Planning (2022) 40 (7): 898–913.
Published: 20 June 2022
...Vikas Kumar Purpose This study conceptualizes and validates a model of participation intentions in online brand communities by including perceived brand authenticity and consumer-brand relationship as its antecedents. Design/methodology/approach Data were collected from different online brand...
