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Beyond brand loyalty: exploring multi-dimensional fandom in webtoon-based brand extensions

Year: 2025

Type: article

Source: Asia Pacific Journal of Marketing and Logistics

DOI: 10.1108/apjml-04-2025-0818

Author: Jung Eun Kwon

Institution: American University

Language: English

Topic: Consumer Behavior in Brand Consumption and Identification

Subfield: Marketing

Field: Business, Management and Accounting

Domain: Social Sciences

Open Access status: closed

Funder: National Research Foundation of Korea

Award: G6657314160

OpenAlex ID: W4417419194

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Cites: 45

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