Understanding the relative impact of dual identification on brand loyalty on social media: the regulatory fit perspective in different cultures

HIGHLIGHTS

• who: Qingfei Min from the School of Economics and Management, Dalian of Technology, Dalian, China, Faculty of Humanities and Social have published the research work: Understanding the Relative Impact of Dual Identification on Brand Loyalty on Social Media: The Regulatory Fit Perspective in Different Cultures, in the Journal: (JOURNAL)
• what: This study further explores whether the regulatory fit effects described above vary across conditions. The authors seek to explore how IT affordances affect the formation of multiple identifications in regard to SBPs. The authors investigate the relative effects of promotion fit and prevention fit on . . .
  

   

  

  If you want to have access to all the content you need to log in!

  Thanks :)

  Username or E-mail:

  If you don't have an account, you can create one here.