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

Yazdan Shirmohammadi; Jahan Rajabi

Volume 2, Issue 4 , December 2022, , Pages 401-419

  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 study.Methodology: ...  Read More