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Keywords: Value congruity
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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
... of 488 valid samples and structural equation modeling was used to conduct path analyses. Findings The results indicated that seven hypothetical paths were supported and exhibited desirable goodness of fit. Value congruity can be used to explain effects of dual identification on various relationships...
