The influence of user participation in social media-based brand comunities on brand loyalty : age and gender as moderators
Shampy Kamboj, Zillur Rahman
| Year of publication: |
November 2016
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|---|---|
| Authors: | Kamboj, Shampy ; Rahman, Zillur |
| Published in: |
The journal of brand management : an international journal. - Basingstoke : Palgrave Macmillan, ISSN 1350-231X, ZDB-ID 2098132-6. - Vol. 23.2016, 6, p. 679-700
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| Subject: | online community | brand | loyalty | participation | social media | technology | Social Web | Social web | Beziehungsmarketing | Relationship marketing | Markentreue | Brand loyalty | Markenführung | Brand management | Konsumentenverhalten | Consumer behaviour | Markenimage | Brand image | Geschlecht | Gender | Online-Marketing | Internet marketing |
| Type of publication: | Article |
|---|---|
| Type of publication (narrower categories): | Aufsatz in Zeitschrift ; Article in journal |
| Language: | English |
| Other identifiers: | 10.1057/s41262-016-0002-8 [DOI] |
| Source: | ECONIS - Online Catalogue of the ZBW |
Persistent link: https://www.econbiz.de/10011625274