Company versus consumer performance : does brand community identification foster brand loyalty and the consumer's personal brand?
Ilenia Confente, Wioleta Kucharska
| Year of publication: |
2021
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|---|---|
| Authors: | Confente, Ilenia ; Kucharska, Wioleta |
| Published in: |
The journal of brand management : an international journal. - Basingstoke : Palgrave Macmillan, ISSN 1479-1803, ZDB-ID 2039460-3. - Vol. 28.2021, 1, p. 8-31
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| Subject: | Social media | Brand loyalty | Attitudinal loyalty | Behavioural loyalty | Community identification | Personal brand | Social Web | Social web | Konsumentenverhalten | Consumer behaviour | Beziehungsmarketing | Relationship marketing | Markenführung | Brand management | Markentreue | Markenimage | Brand image | Kundenbindung | Customer retention |
Online Resource
| Type of publication: | Article |
|---|---|
| Type of publication (narrower categories): | Aufsatz in Zeitschrift ; Article in journal |
| Language: | English |
| Other identifiers: | 10.1057/s41262-020-00208-4 [DOI] |
| Source: | ECONIS - Online Catalogue of the ZBW |
Persistent link: https://www.econbiz.de/10012433568