Online brand communities and brand loyalty: toward a social influence theory
Year of publication: |
2021
|
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Authors: | Willis, Michelle |
Published in: |
The art of digital marketing for fashion and luxury brands : market spaces and marketplaces. - Cham, Switzerland : Palgrave Macmillan, ISBN 978-3-030-70323-3. - 2021, p. 153-177
|
Subject: | Konsumentenverhalten | Consumer behaviour | Social Web | Social web | Markenführung | Brand management | Markenartikel | Brand | Markentreue | Brand loyalty | Markenimage | Brand image |
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