Drivers of brand community engagement
Year of publication: |
2020
|
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Authors: | Kumar, Jitender ; Kumar, Vikas |
Published in: |
Journal of retailing and consumer services. - Amsterdam [u.a.] : Elsevier, ISSN 0969-6989, ZDB-ID 1204385-0. - Vol. 54.2020, p. 1-12
|
Subject: | Brand community commitment | Brand community engagement | Brand community experiences | Brand community relationship investment | Brand community self-esteem | Brand loyalty | Brand ownership | Online brand communities | Markenführung | Brand management | Social Web | Social web | Konsumentenverhalten | Consumer behaviour | Beziehungsmarketing | Relationship marketing | Gemeinschaft | Community | Markenartikel | Brand | Markenimage | Brand image |
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