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Keywords: Customer brand identification
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Journal Articles
Journal:
Spanish Journal of Marketing - ESIC
Spanish Journal of Marketing - ESIC (2018) 22 (3): 319–337.
Published: 06 November 2018
...Raouf Ahmad Rather; Shehnaz Tehseen; Shakir Hussain Parrey Purpose On the basis of the social identity and congruity theories, the present research aims to propose that value congruity directly affects customer–brand identification (CBI), affective brand commitment and customer–brand engagement...
