Antecedents and consequences of online brand and anti-brand community participation
This study aims to propose and empirically test an integrated model of antecedents and consequences of online brand and anti-brand community participation. A common conceptual framework of online brand and anti-brand community participation is proposed. Multiple identifications (i.e., moral identifi...
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University of Warwick
2016
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| Online Access: | http://ethos.bl.uk/OrderDetails.do?uin=uk.bl.ethos.685196 |