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On the basis of the social identity and congruity theories, the present research aims to propose that value congruity directly affects customer–brand identification (CBI)…
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This page is a summary of: Promoting customer brand engagement and brand loyalty through customer brand identification and value congruity, Spanish Journal of Marketing - ESIC, December 2018, Emerald,
DOI: 10.1108/sjme-06-2018-0030.
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