Do online brand communities help build and maintain relationships with consumers? : a network theory approach
Year of publication: |
2011
|
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Authors: | Lee, Hyun Joung ; Lee, Doo-hee ; Taylor, Charles Raymond ; Lee, Jong-Ho |
Published in: |
The journal of brand management : an international journal. - Basingstoke : Palgrave Macmillan, ISSN 1350-231X, ZDB-ID 2098132-6. - Vol. 19.2011/12, 3, p. 213-227
|
Subject: | Social Web | Social web | Markenartikel | Brand | Markenimage | Brand image | Emotion | Akteur-Netzwerk-Theorie | Actor-network theory |
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