Sharma, Purvendu; Sadh, Ashish; Billore, Aditya; … - In: Journal of Product & Brand Management 31 (2021) 1, pp. 16-28
Purpose: This study aims to explore the antecedents and outcomes of brand community engagement (BCE) in the context of social media-based brand communities (SMBCs). Moreover, the mediating role of brand evangelism between BCE and brand defence and between BCE and brand resilience is examined....