Understanding the Relative Impact of Dual Identification on Brand Loyalty on Social Media: The Regulatory Fit Perspective in Different Cultures
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DOI: 10.3389/fpsyg.2022.901706
Abstract: This study explorers whether the relative impacts of brand identification and identification with other users of brand pages on brand loyalty vary according to consumers’ regulatory focus. By integrating social identification theory with regulatory focus… read more here.
Keywords: brand; brand loyalty; dual identification; regulatory fit ... See more keywords