Consumer brand engagement and its social side on brand-hosted social media : how do they contribute to brand loyalty?
Year of publication: |
2019
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Authors: | Helme-Guizon, Agnès ; Magnoni, Fanny |
Published in: |
Journal of marketing management : JMM ; journal of the Academy of Marketing. - Abingdon [u.a.] : Routledge, Taylor & Francis Group, ISSN 1472-1376, ZDB-ID 2067949-X. - Vol. 35.2019, 7/8, p. 716-741
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Subject: | brand loyalty | Consumer brand engagement | fuzzy set qualitative comparative analysis (fsQCA) | social brand engagement | social media | Social Web | Social web | Konsumentenverhalten | Consumer behaviour | Markentreue | Brand loyalty | Beziehungsmarketing | Relationship marketing | Online-Marketing | Internet marketing | Markenführung | Brand management | Markenartikel | Brand | Markenimage | Brand image |
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