in-role behavior

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    A moderated mediation model of consumers role behaviors in brand communities

    Description The aim of this study was to investigate the manner in which individuals identify with a voluntary organization by developing a moderated mediation model of members' role behaviors in brand community (BC) settings. The influence of BC characteristics, including the social, emotional...
    • jasminepvk
    • Thread
    • brand community characteristics extra-role behavior in-role behavior
    • Replies: 0
    • Forum: Sales Management
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