The Effect of Creating a Sense of Individual and Collective Psychological Ownership of the Brand in Online Communities on Buying Behavior and Online Word-of-Mouth Advertising
Purpose: This study aims to investigate the effect of creating individual and collective psychological ownership of the brand for customers on buying from the brand and word-of-mouth advertising through partnership goals with a modifying role of members' activities in Mahan Airlines as a case s...
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| Main Authors: | , |
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| Format: | Article |
| Language: | fas |
| Published: |
Ayandegan Institute of Higher Education, Tonekabon,
2022-02-01
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| Series: | مدیریت نوآوری و راهبردهای عملیاتی |
| Subjects: | |
| Online Access: | http://www.journal-imos.ir/article_140274_d192890860421c1a11f0c9963e588c6e.pdf |
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