It takes a marketplace community to raise brand commitment : the role of online communities
Year of publication: |
2008
|
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Authors: | Kim, Jae Wook ; Choi, Jiho ; Qualls, William J. ; Han, Kyesook |
Published in: |
Journal of marketing management : MM. - Abingdon : Routledge, Taylor & Francis Group, ISSN 0267-257X, ZDB-ID 645971-7. - Vol. 24.2008, 3/4, p. 409-431
|
Subject: | Social Web | Social web | Markenführung | Brand management | Electronic Commerce | E-commerce |
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