G
Giuseppe Cappiello
Publications - 1
Citations - 105
Giuseppe Cappiello is an academic researcher. The author has contributed to research in topics: Word of mouth & Loyalty. The author has an hindex of 1, co-authored 1 publications receiving 96 citations.
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Does size matter? an examination of small and large web based brand communities
TL;DR: In this article, the causal relationship between brand community identification, brand affect, community loyalty, brand loyalty, evangelism, and community evangelism is investigated in online brand communities for newly hybridized roses, and the analysis considers size as a moderator for the relationships between constructs, comparing small and large web-based brand communities.