Understanding the Relative Impact of Dual Identification on Brand Loyalty on Social Media: The Regulatory Fit Perspective in Different Cultures

This study explorers whether the relative impacts of brand identification and identification with other users of brand pages on brand loyalty vary according to consumers’ regulatory focus. By integrating social identification theory with regulatory focus theory, this study adopts a dual identificati...

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Detalles Bibliográficos
Autores principales: Chen, Shang, Min, Qingfei, Xu, Xuefei
Formato: Online Artículo Texto
Lenguaje:English
Publicado: Frontiers Media S.A. 2022
Materias:
Psychology
Acceso en línea:https://www.ncbi.nlm.nih.gov/pmc/articles/PMC9237455/
https://www.ncbi.nlm.nih.gov/pubmed/35774963
http://dx.doi.org/10.3389/fpsyg.2022.901706

Internet

https://www.ncbi.nlm.nih.gov/pmc/articles/PMC9237455/
https://www.ncbi.nlm.nih.gov/pubmed/35774963
http://dx.doi.org/10.3389/fpsyg.2022.901706

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