The effects of regulatory fit on customer brand engagement : an experimental study of service brand activities in social media
Year of publication: |
May 2016
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Authors: | Solem, Birgit Andrine Apenes ; Pedersen, Per Egil |
Published in: |
Journal of marketing management : MM. - Abingdon : Routledge, Taylor & Francis Group, ISSN 0267-257X, ZDB-ID 645971-7. - Vol. 32.2016, 5/6, p. 445-468
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Subject: | Customer brand engagement | brand value experience | regulatory fit theory | regulatory engagement theory | field experiment | Online-Marketing | Internet marketing | Markenführung | Brand management | Beziehungsmarketing | Relationship marketing | Social Web | Social web | Experiment | Konsumentenverhalten | Consumer behaviour | Markentreue | Brand loyalty | Kundenintegration | Customer integration | Regulierung | Regulation | Markenimage | Brand image |
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