Factors affecting consumer engagement on online social networks: self-congruity, brand attachment, and self-extension tendency | Emerald Insight
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How individuals identify with brands was found to be affected by product class/brand How individuals identify with brands was found to be affected by product class/brand (Malär et al., 2011)
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- How individuals identify with brands was found to be affected by product class/brand
- How individuals identify with brands was found to be affected by product class/brand (Malär et al., 2011)
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