Wirtz, Jochen; den Ambtman, Anouk; Bloemer, Josée; … - In: Journal of Service Management 24 (2013) 3, pp. 223-244
Purpose – Given the dramatic technology‐led changes that continue to take place in the marketplace, researchers and practitioners alike are keen to understand the emergence and implications of online brand communities (OBCs). The purpose of this paper is to explore OBCs from both consumer...