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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.
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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PubType: Academic Journal
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        Value: 10.1177/10949968251320615
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      – Code: eng
        Text: English
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        PageCount: 22
        StartPage: 271
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      – TitleFull: Beyond Strong Bonds: A Typology of and Motivational Insights into Online Brand Defenders.
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              Text: Aug2025
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              Y: 2025
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