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Keywords: Social identity theory
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Journal Articles
Journal:
Marketing Intelligence & Planning
Marketing Intelligence & Planning (2025) 43 (5): 912–933.
Published: 01 January 2025
... customer experience Emotion valence Involvement valence Social identity theory Expectation disconfirmation theory Table 1 provided in the Web Appendix outlines previous contributions and current extensions to the retail marketing literature. Muhammad Farrukh Abid...
Includes: Supplementary data
Journal Articles
Journal:
Marketing Intelligence & Planning
Marketing Intelligence & Planning (2025) 43 (2): 349–373.
Published: 19 September 2024
...Muhammad Haroon Shoukat; Islam Elgammal; Mukaram Ali Khan; Kareem M. Selem Purpose Underpinning social identity theory (SIT) and service-dominant logic (SDL), the current paper seeks to explore the effect of self-presentation on online brand advocacy (OBA). Furthermore, this paper investigates...
