Antecedents and consequences of participation in brand communities : a literature review
Year of publication: |
July 2018
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Authors: | Hook, Margurite ; Baxter, Stacey ; Kulczynski, Alicia |
Published in: |
The journal of brand management : an international journal. - Basingstoke : Palgrave Macmillan, ISSN 1350-231X, ZDB-ID 2098132-6. - Vol. 25.2018, 4, p. 277-292
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Subject: | Brand community participation | Literature review | Offline brand communities | Online brand communities | Social-media-based brand communities | Markenführung | Brand management | Social Web | Social web | Konsumentenverhalten | Consumer behaviour | Bibliometrie | Bibliometrics | Gemeinschaft | Community | Beziehungsmarketing | Relationship marketing | Markenimage | Brand image |
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Drivers of brand community engagement
Kumar, Jitender, (2020)
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Pedeliento, Giuseppe, (2020)
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Creating and managing participative brand communities : the roles members perform
Veloutsou, Cleopatra, (2020)
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Hook, Margurite, (2016)
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Hook, Margurite, (2021)
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Kulczynski, Alicia, (2024)
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