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• Company versus consumer performance: does brand community identification foster brand loyalty and the consumer’s personal brand?

  Publikacja

  • I. Confente
  • W. Kucharska

  - Journal of Brand Management - Rok 2021

  This study investigates the effect of community identification in building brand loyalty (attitudinal and behavioural) and a personal brand via social networks. The proposed model explained the main community identification antecedents and how identification can lead to enhanced company and consumer performance. This study adopts the theoretical lens of uses and gratifications theory and identifies three motivational drivers of...

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