Beyond Strong Bonds: A Typology of and Motivational Insights into Online Brand Defenders.
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| Title: | Beyond Strong Bonds: A Typology of and Motivational Insights into Online Brand Defenders. |
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| Authors: | Ammann, Clemens (AUTHOR) Clemens.Ammann@unibe.ch, Giuffredi-Kähr, Andrea (AUTHOR), Nyffenegger, Bettina (AUTHOR), Krohmer, Harley (AUTHOR), Hoyer, Wayne D. (AUTHOR) |
| Source: | Journal of Interactive Marketing. Aug2025, Vol. 60 Issue 3, p271-292. 22p. |
| Database: | Business Source Ultimate |
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| ISSN: | 10949968 |
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| DOI: | 10.1177/10949968251320615 |
