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Keywords: Online brand communities
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Journal Articles
Journal:
Sport, Business and Management
Sport, Business and Management: An International Journal (2024) 14 (5-6): 604–626.
Published: 06 September 2024
...Davood Ghorbanzadeh; Atena Rahehagh; Mohsen Sharbatiyan Purpose Online brand communities (OBCs) and their role in determining consumer behavior is gathering interest of theorists and practitioners. This study examines the role of OBCs in influencing the level of involvement leading to perceived...
