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Perceived brand authenticity and social exclusion as drivers of psychological brand ownership
Kumar, Vikas; Kaushal, Vikrant - In: Journal of retailing and consumer services 61 (2021), pp. 1-10
Persistent link: https://www.econbiz.de/10012581919
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Engaging customers through brand authenticity perceptions : the moderating role of self-congruence
Kumar, Vikas; Kaushik, Arun Kumar - In: Journal of business research : JBR 138 (2022), pp. 26-37
Persistent link: https://www.econbiz.de/10013197775
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Role of customer perceived brand ethicality in inducing engagement in online brand communities
Kumar, Vikas; Kaushal, Vikrant; Shashi - In: Journal of retailing and consumer services 71 (2023), pp. 1-8
Persistent link: https://www.econbiz.de/10014253572
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Investigating the impact of online brand communities on online customer engagement and brand loyalty
Gupta, Rajeev; Kumar, Vikas; Kaushik, Arun Kumar; … - In: Journal of global marketing 36 (2023) 4, pp. 319-338
Persistent link: https://www.econbiz.de/10014390288
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Enhancing participation intentions in online brand communities
Kumar, Vikas - In: Marketing intelligence & planning 40 (2022) 7, pp. 898-913
Persistent link: https://www.econbiz.de/10013393592