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Keywords: Brand schema
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Journal Articles
Qualitative Market Research: An International Journal (2025) 28 (4): 625–651.
Published: 29 April 2025
...Shoaib Ul Haq; Ray Yiu-Keung Kwok Purpose This paper aims to understand the dynamics underlying the transformation of brand schema in online communities through which consumers can transition from an anti-brand stance to a brand-neutral or brand-positive relationship. Design/methodology...
