Effects of online brand community rituals on customer citizenship behavior : exploring the sequential mediation mechanism
Shuang Yang, Jiarong Tang and Jian Cai and Gongxing Guo
| Year of publication: |
2023
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|---|---|
| Authors: | Yang, Shuang ; Tang, Jiarong ; Cai, Jian ; Guo, Gongxing |
| Published in: |
The journal of product & brand management. - Bingley : Emerald, ISSN 2054-1643, ZDB-ID 2020682-3. - Vol. 32.2023, 3, p. 393-405
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| Subject: | Customer citizenship behavior | Emotional energy | Online brand community rituals | Spiritual brand identification | Konsumentenverhalten | Consumer behaviour | Beziehungsmarketing | Relationship marketing | Social Web | Social web | Markenführung | Brand management | Arbeitsverhalten | Work behaviour | Emotion | Online-Marketing | Internet marketing | Online-Handel | Online retailing | Markenimage | Brand image |
Online Resource
| Type of publication: | Article |
|---|---|
| Type of publication (narrower categories): | Aufsatz in Zeitschrift ; Article in journal |
| Language: | English |
| Other identifiers: | 10.1108/JPBM-09-2021-3658 [DOI] |
| Source: | ECONIS - Online Catalogue of the ZBW |
Persistent link: https://www.econbiz.de/10014229053