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Keywords: Loyalty
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Journal Articles
Young Consumers: Insight and Ideas for Responsible Marketers (2024) 25 (1): 28–44.
Published: 05 September 2023
...Kun Chang; Hyun-Woo Lee; Gregg Bennett Purpose The rampant toxic gaming environment in most major esports games has become a challenge in maintaining gamers’ loyalty to the game. Guided by the theory of stress and coping, this study aims to investigate how and under what condition esports gamers...
Journal Articles
International Journal of Advertising and Marketing to Children (2000) 2 (2): 135–138.
Published: 01 March 2000
...Elizabeth Kehler This author looks at unlocking the underpinning emotional drivers of choice among youth, developing a unified brand positioning targeted to diverse priorities and building brand loyalty within a life‐stage instead of over a life time. © MCB UP Limited 2000 Emotional...
