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Keywords: Brand evangelism effect
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Journal Articles
Investigating the brand evangelism effect of community fans on social networking sites: Perspectives on value congruity
Available to Purchase
Journal:
Online Information Review
Online Information Review (2019) 43 (5): 842–866.
Published: 22 November 2018
... and effective strategies to gain community members’ identification and maintain a desirable relationship between business and community members. In addition, this study should help marketers to increase the opportunity of maximizing the brand evangelism effect. Originality/value This study contributes...
