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What Leads Customer to Create and Participate in Anti-brand Community: A Netnographic Approach

Latifa Mednini, Mouna Damak Turki. What Leads Customer to Create and Participate in Anti-brand Community: A Netnographic Approach. In Mohamed Anis Bach Tobji, Rim Jallouli, Vasile Alecsandru Strat, Ana Maria Soares, Adriana AnaMaria Davidescu, editors, Digital Economy. Emerging Technologies and Business Innovation - 7th International Conference on Digital Economy, ICDEc 2022, Bucharest, Romania, May 9-11, 2022, Proceedings. Volume 461 of Lecture Notes in Business Information Processing, pages 159-169, Springer, 2022. [doi]

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Latifa Mednini

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Mouna Damak Turki

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