Brand community motives and engagement : the impact of gender
Year of publication: |
2024
|
---|---|
Authors: | Haverila, Matti ; McLaughlin, Caitlin ; Haverila, Kai ; Nader, Nashwa |
Published in: |
Journal of internet commerce. - Philadelphia, PA : Routledge, Taylor & Francis Group, ISSN 1533-287X, ZDB-ID 2112885-6. - Vol. 23.2024, 1, p. 90-120
|
Subject: | brand community participation | Gender | motives | partial least squares (PLS) modeling | Markenführung | Brand management | Geschlecht | Partielle kleinste Quadrate | Partial least squares | Motivation | Social Web | Social web | Konsumentenverhalten | Consumer behaviour | Leistungsmotivation | Work motivation |
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