HIGHLIGHTS
- What: In this study, it is hypothesized that brand loyalty affects psychological engagement, shaping members` attitudes towards the NCC community and subsequently impacting behavioral engagement. The importance of brand authenticity, trust, and affect in driving brand loyalty is underscored in studies focusing on specific markets such as the Korean coffee shop market Kim et_al and the luxury sector (Shin et_al, 2021). The research focuses on members of the Natural Cooking Club (NCC) in Indonesia, with a population of 16,736 members.
- Who: Umit Hacioglu from the in virtual community in Indonesia Gadjah Mada University, Yogyakarta . . .
If you want to have access to all the content you need to log in!
Thanks :)
If you don't have an account, you can create one here.