Liao, Junyun; Wang, Lu; Huang, Minxue; Yang, Defeng; … - In: Asia Pacific Journal of Marketing and Logistics 33 (2020) 1, pp. 124-144
Purpose: In an online brand community (OBC), consumers as a group occupy a dominant position, and their horizontal interactions are pivotal for the consumer–brand relationship. However, little is known about the effect of group characteristics on brands. To partially fill this gap, this study...