The impact of external social and internal personal forces on consumers' brand community engagement on Facebook
Year of publication: |
2016
|
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Authors: | Simon, Carina ; Brexendorf, Tim Oliver ; Faßnacht, Martin |
Published in: |
The journal of product & brand management. - Bradford : Emerald, ISSN 1061-0421, ZDB-ID 1216417-3. - Vol. 25.2016, 5, p. 409-423
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Subject: | Facebook | Consumer-brand identification | Social impact | Consumer engagement | Online brand community | Self-image enhancement | Social Web | Social web | Konsumentenverhalten | Consumer behaviour | Online-Marketing | Internet marketing | Markenführung | Brand management | Beziehungsmarketing | Relationship marketing | Kundenbindung | Customer retention | Markentreue | Brand loyalty | Persönlichkeitspsychologie | Personality psychology | Markenimage | Brand image |
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