Online brand community engagement : scale development and validation
Year of publication: |
2015
|
---|---|
Authors: | Baldus, Brian J. ; Voorhees, Clay ; Calantone, Roger J. |
Published in: |
Journal of business research : JBR. - New York, NY : Elsevier, ISSN 0148-2963, ZDB-ID 189773-1. - Vol. 68.2015, 5, p. 978-985
|
Subject: | Online brand communities | Scale development | Branding | Consumer motivation | Brand community | Markenführung | Brand management | Social Web | Social web | Konsumentenverhalten | Consumer behaviour | Markenimage | Brand image | Online-Marketing | Internet marketing | Beziehungsmarketing | Relationship marketing | Markenartikel | Brand |
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