Social media brand community enjoyment (SMBCE) : scale construction and validation from an etic perspective
Year of publication: |
2018
|
---|---|
Authors: | Roy, Subhadip ; Machado, Joana C. |
Published in: |
Journal of marketing theory and practice. - Statesboro, GA : Assoc., ISSN 1069-6679, ZDB-ID 2034622-0. - Vol. 26.2018, 4, p. 390-411
|
Subject: | Social Web | Social web | Emotion | Konsumentenverhalten | Consumer behaviour | Markenführung | Brand management | Portugal | Indien | India |
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