Creating and managing participative brand communities : the roles members perform
Cleopatra Veloutsou, Iain Black
| Year of publication: |
2020
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|---|---|
| Authors: | Veloutsou, Cleopatra ; Black, Iain |
| Published in: |
Journal of business research : JBR. - New York, NY : Elsevier, ISSN 0148-2963, ZDB-ID 189773-1. - Vol. 117.2020, p. 873-885
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| Subject: | Brand communities | Brand community participation | Brand community roles | Working consumers | Role theory | Markenführung | Brand management | Social Web | Social web | Konsumentenverhalten | Consumer behaviour | Beziehungsmarketing | Relationship marketing | Gemeinschaft | Community |
| Type of publication: | Article |
|---|---|
| Type of publication (narrower categories): | Aufsatz in Zeitschrift ; Article in journal |
| Language: | English |
| Other identifiers: | 10.1016/j.jbusres.2019.06.032 [DOI] |
| Source: | ECONIS - Online Catalogue of the ZBW |
Persistent link: https://www.econbiz.de/10012288107