paper investigates the complex relationship between how brand identification leads to brand love, which eventually creates … were evaluated within brand identification and brand evangelism. As a result of the analyses, it was determined that brand … identification, brand love, and brand loyalty positively affected brand evangelism. Besides, the serial mediating effect of brand …

Many internet firms use A/B tests to make product decisions. In an A/B test, the typical objective is to measure the … estimate of the TATE when outcomes of control units depend on the outcomes of treatment units, an issue we refer to as test … network experimentation literature are promising tools for reducing bias due to test-control interference in marketplace …