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Keywords: Brand involvement
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Journal Articles
Antecedents and outcomes of online brand engagement: The role of brand love on enhancing electronic-word-of-mouth
Available to Purchase
Journal:
Online Information Review
Online Information Review (2017) 41 (7): 985–1005.
Published: 13 November 2017
..., 1982). Brand love Satisfaction Brand involvement Online brand experience Online consumer brand engagement Self-brand image congruency The way consumers and firms are communicating in social media networks and other online platforms heralds a paradigm shift in marketing. Whilst...
