NAVIGATING ONLINE BRAND ADVOCACY (OBA): AN EXPLORATORY ANALYSIS
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DOI: 10.1080/10696679.2017.1389246
Abstract: This study answered a call for an investigation into the way in which consumers advocate for brands online, which was termed Online Brand Advocacy (OBA). An analysis of 1,796 online posts on two different types… read more here.
Keywords: analysis; advocacy oba; brand advocacy; brand ... See more keywords
Impact of CSR Authenticity on Brand Advocacy: The Mediating Role of Brand Equity
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DOI: 10.3390/su15118613
Abstract: Since authenticity reduces the inherent tension between pro-sociality and profit-seeking as well as contradictory demands from multiple stakeholders, it appears to be relevant for corporate social responsibility (CSR) judgment. The aim of this study is… read more here.
Keywords: authenticity; brand equity; csr authenticity; brand ... See more keywords