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The evolution of fan kingdom : the rising, expansion, and challenges of human brands

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Persistent link: https://www.econbiz.de/10011622750

Doing good for good : how does corporate social responsibility drive customer citizenship behavior? : the mediation of engagement, trust, and identification

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The evolution of fan kingdom: the rising, expansion, and challenges of human brands

Huang, Stephen Chi-Tsun; Huang, Tsui-Ju - In: Asia Pacific Journal of Marketing and Logistics 28 (2016) 4, pp. 683-708

Purpose The purpose of this paper is to discuss four main research questions which are as follows: how does a consumer turn into a devoted fan? How does a devoted fan react to the expansion of a human brand? What kind of strategies does a devoted fan take when facing challenges encountered by a...

Persistent link: https://www.econbiz.de/10014675321