Understanding consumer engagement in online brand communities : an application of self-expansion theory
Year of publication: |
2023
|
---|---|
Authors: | Sohail, M. Sadiq |
Published in: |
Journal of marketing analytics : JMA. - Houndmills : Palgrave Macmillan, ISSN 2050-3326, ZDB-ID 2735891-4. - Vol. 11.2023, 1, p. 69-81
|
Subject: | Brand love | Brand loyalty | Consumer engagement | Cultural values | Emotional attachment | Online brand community | Self-expansion theory | Konsumentenverhalten | Consumer behaviour | Social Web | Social web | Markenführung | Brand management | Beziehungsmarketing | Relationship marketing | Emotion | Markenartikel | Brand | Markentreue | Kundenbindung | Customer retention | Online-Marketing | Internet marketing |
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