Loureiro, Sandra Maria Correia; Pires, Ana Regina; … - In: International Journal of Business Performance Management 16 (2015) 2/3, pp. 114-132
The phenomenon of be engaged and participate in brand communities is not yet well-known. This study carries out a … and participation in brand communities. Data was collected using an online survey. The link of the questionnaire was sent … through the community websites to all registered members of brand communities in study. The findings reveal that brand …