The Effect of Brand Trust and Brand Community Commitment on Online Brand Evangelism Behaviour
In line with social media development, the online brand community becomes an alternative media that could contribute to overall brand success or vice versa. Among others, the online brand community could significantly affect brand evangelism behaviors. This study attempts to extend the understanding...
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| Autori principali: | , |
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| Natura: | Artigo |
| Lingua: | Inglês |
| Pubblicazione: |
UUM Press
2016-12-01
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| Serie: | Malaysian Management Journal |
| Accesso online: | https://e-journal.uum.edu.my/index.php/mmj/article/view/9042 |
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