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Keywords: Sense of brand community
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Journal Articles
Fostering brand love in Facebook brand pages
Available to Purchase
Journal:
Online Information Review
Online Information Review (2019) 43 (5): 710–727.
Published: 03 December 2018
...Mariola Palazon; Elena Delgado-Ballester; Maria Sicilia Purpose The purpose of this paper is to analyze how brand love is built in the context of brand pages by proposing a model in which brand love depends on relationships ties with other brand consumers (sense of brand community...
