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Publisher
Digital Advertising: Theory and Research, Third Edition(1)
Journal of Interactive Marketing(1)
Área temáticas
Interacción social(2)
Ciencias de la computación(1)
Cultura e instituciones(1)
Publicidad y relaciones públicas(1)
Origen
scopus(2)
Consumers’ Role Performance and Brand Identification: Evidence from a Survey and a Longitudinal Field Experiment
ArticleAbstract: Why do some consumers evangelize brands and create value for them even without receiving any directPalabras claves:brand identification, Extra-role behavior, In-role behavior, Online brand community, Self-determination theoryAutores:Attila Pohlmann, Chen Q., He Y., Lee R.P., Wang Y.Fuentes:scopusEasy loving: Understanding affect in social media
Book PartAbstract:Palabras claves:Autores:Attila Pohlmann, Chen Q.Fuentes:scopus