Gutiérrez Cillán, Jesús; Camarero Izquierdo, Carmen; … - In: BRQ Business Research Quarterly 20 (2017) 4, pp. 258-274
Creating and developing a firm-hosted virtual brand community forms part of a relationship marketing strategy; therefore, it makes sense to evaluate its effectiveness in terms of relational outcomes. In an attempt to know how marketers can foster the relationship with the brand through virtual...