Özbölük, Tuğba; Dursun, Yunus - In: Journal of Product & Brand Management 26 (2017) 4, pp. 375-385
communities and these sub-tribes develop their own meanings of the brand. This means that online brand communities do not form one … can represent the negative side of online brand communities. Originality/value The literature on brand communities has … extends the existing literature on brand communities that has overlooked the destructive consumer roles. …