Haverila, Matti; Haverila, Kai Christian; McLaughlin, … - In: Journal of Modelling in Management 16 (2020) 1, pp. 124-144
Purpose: This paper aims to use a unique statistical analysis tool to examine the importance and performance of critical brand community constructs and indicators to make concrete recommendations for brand community managers going forward. Design/methodology/approach: An online survey was used...