Engagement, participation, and relationship quality in the context of co-creation in brand communities
Year of publication: |
2022
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Authors: | Haverila, Matti ; Haverila, Kai ; McLaughlin, Caitlin ; Arora, Mehak |
Published in: |
Journal of marketing analytics : JMA. - Houndmills : Palgrave Macmillan, ISSN 2050-3326, ZDB-ID 2735891-4. - Vol. 10.2022, 3, p. 232-249
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Subject: | Brand community | Brand community engagement | Co-creation | Partial least squares (PLS) modeling | Participation | Relationship quality | Beziehungsmarketing | Relationship marketing | Markenführung | Brand management | Social Web | Social web | Kundenintegration | Customer integration | Partielle kleinste Quadrate | Partial least squares | Markenartikel | Brand |
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