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and lead to negative evaluations. Accusations of hypocrisy can also result in negative behavioral outcomes, such as brand … consciousness. Therefore, this study aims to explore the serial mediating effect of brand image and brand evaluations of the effect … of the brand (mission) hypocrisy on both brand distance and nWOM, and the moderating role of nutrition consciousness on …
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brand image, brand identification, and their effect to brand love in the context of video game modification online … communities. Design/methodology/approach: This is quantitative research with three independent variables (Perceived Brand Image …, Brand Identification, Online Community Environments) and one dependent variable (Brand Love). One hundred respondents are …
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