Role of customer perceived brand ethicality in inducing engagement in online brand communities
Year of publication: |
2023
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Authors: | Kumar, Vikas ; Kaushal, Vikrant ; Shashi |
Published in: |
Journal of retailing and consumer services. - Amsterdam [u.a.] : Elsevier, ISSN 0969-6989, ZDB-ID 1204385-0. - Vol. 71.2023, p. 1-8
|
Subject: | Brand marketing communications | Brand ethicality | Online brand community engagement | Online brand communities | Markenführung | Brand management | Social Web | Social web | Konsumentenverhalten | Consumer behaviour | Markenartikel | Brand | Online-Marketing | Internet marketing | Markenimage | Brand image | Beziehungsmarketing | Relationship marketing |
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