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Keywords: Online consumer brand engagement
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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
...Sandra Maria Correia Loureiro; Tatjana Gorgus; Hans Ruediger Kaufmann Purpose The purpose of this paper is to investigate the antecedents and outcomes of online consumer brand engagement (OCBE). In addition, a mediator effect of satisfaction and brand love in the relationship between OCBE...
