Enhancing participation intentions in online brand communities
Vikas Kumar
| Year of publication: |
2022
|
|---|---|
| Authors: | Kumar, Vikas |
| Published in: |
Marketing intelligence & planning. - Bingley : Emerald, ISSN 1758-8049, ZDB-ID 2023533-1. - Vol. 40.2022, 7, p. 898-913
|
| Subject: | Consumer-brand relationship | Online brand communities | Participation intentions | Perceived brand authenticity | Self-congruence | Markenführung | Brand management | Konsumentenverhalten | Consumer behaviour | Social Web | Social web | Beziehungsmarketing | Relationship marketing | Markenimage | Brand image | Online-Marketing | Internet marketing | Markenartikel | Brand |
Online Resource
| Type of publication: | Article |
|---|---|
| Type of publication (narrower categories): | Aufsatz in Zeitschrift ; Article in journal |
| Language: | English |
| Other identifiers: | 10.1108/MIP-02-2022-0061 [DOI] |
| Source: | ECONIS - Online Catalogue of the ZBW |
Persistent link: https://www.econbiz.de/10013393592