Examining the key determinants towards online pro-brand and anti-brand community citizenship behaviours
Purpose– The purpose of this paper is to propose a research model to identify the key determinants and examine their impact towards online pro-brand and anti-brand community citizenship behaviours (CCBs). Design/methodology/approach– A survey based on the research model is used to collect empirical...
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2017
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| Online Access: | https://bspace.buid.ac.ae/handle/1234/3300 |
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