Investigating the impact of online brand communities on online customer engagement and brand loyalty
Year of publication: |
2023
|
---|---|
Authors: | Gupta, Rajeev ; Kumar, Vikas ; Kaushik, Arun Kumar ; Gupta, Devashish Das ; Sindhwani, Rahul |
Published in: |
Journal of global marketing. - Philadelphia, PA : Routledge, Taylor & Francis Group, ISSN 1528-6975, ZDB-ID 2068833-7. - Vol. 36.2023, 4, p. 319-338
|
Subject: | brand loyalty | global markets | Instagram users | Online brand communities | online customer engagement | Social Web | Social web | Markenführung | Brand management | Beziehungsmarketing | Relationship marketing | Konsumentenverhalten | Consumer behaviour | Online-Marketing | Internet marketing | Online-Handel | Online retailing | Markentreue | Brand loyalty | Markenimage | Brand image | Markenartikel | Brand | Kundenbindung | Customer retention | Kundenintegration | Customer integration |
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