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Keywords: Self-identification
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Journal Articles
The impact of brand familiarity, customer brand engagement and self-identification on word-of-mouth
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South Asian Journal of Business Studies (2021) 10 (1): 29–48.
Published: 19 May 2020
...Anitha Acharya Purpose The purpose of this paper is to check for the effects of brand familiarity, customer brand engagement and self-identification on word-of-mouth (WOM) communication. Design/methodology/approach A systematic review of the literature regarding brand familiarity and customer...
