Cause-brand community : toward consumer citizenship
Year of publication: |
2018
|
---|---|
Authors: | Peña, Alicia de la ; Amezcua, Bernardo ; Sepúlveda, César |
Published in: |
Journal of nonprofit & public sector marketing. - Binghamton, NY : Haworth, ISSN 1049-5142, ZDB-ID 1149235-1. - Vol. 30.2018, 1, p. 1-36
|
Subject: | Brand community | brand equity | cause-brand community | consumer citizenship | social cause | Konsumentenverhalten | Consumer behaviour | Markenführung | Brand management | Social Web | Social web | Markenimage | Brand image | Gemeinschaft | Community |
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