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Published in 2023 at "Frontiers in Psychology"
DOI: 10.3389/fpsyg.2022.1088619
Abstract: Introduction Participating in multiple competing brand communities simultaneously is common for consumers, which brings challenges for companies to manage brand communities and build strong brand-consumer relationships. Although previous studies have widely examined the drivers and…
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Keywords:
competing brand;
brand;
brand community;
multi competing ... See more keywords