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Expanding understanding of brand value co-creation on social media from an S-D logic perspective : introducing structuration theory
Simmons, Geoffrey; Durkin, Mark - In: Marketing theory 23 (2023) 4, pp. 607-629
Persistent link: https://www.econbiz.de/10014631364
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Marketing research
Birks, David F. - In: The marketing book, (pp. 166-190). 2016
Persistent link: https://www.econbiz.de/10011471644
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Brand Community : Definition, Theorien und empirische Befunde
Loewenfeld, Fabian von; Herrmann, Andreas; Rösger, Jürgen - In: Erfolgsfaktoren der Markenführung : Know-how aus …, (pp. 97-117). 2008
Persistent link: https://www.econbiz.de/10003587904
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The influence of on-line brand community characteristics on community commitment and brand loyalty
Jang, Heehyoung; Olfman, Lorne; Ko, Ilsang; Koh, Joon; … - In: International journal of electronic commerce : IJEC 12 (2007/08) 3, pp. 57-80
Persistent link: https://www.econbiz.de/10003698439
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Communitas and civitas : an idiographic model of consumer collectives
Collins, Nathalie; Murphy, Jamie - In: Journal of global scholars of marketing science : … 24 (2014) 3, pp. 279-294
Persistent link: https://www.econbiz.de/10010408200
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Development of a brand community engagement model : a service-dominant logic perspective
Haverila, Kai; Haverila, Matti; McLaughlin, Caitlin - In: Journal of consumer marketing 39 (2022) 2, pp. 166-179
Persistent link: https://www.econbiz.de/10013165325
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Bridging marketing theory : practice gap to enhance firm performance : introduction to the special issue
Foltean, Florin Sabin - In: Journal of business research : JBR 104 (2019), pp. 520-528
Persistent link: https://www.econbiz.de/10012105188
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Von der Virtual Community zur Virtual World - die Marke in Second Life
Backhaus, Klaus; Blechschmidt, Boris - In: Marken im Internet : Herausforderungen und rechtliche …, (pp. 321-336). 2007
Persistent link: https://www.econbiz.de/10003530276
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How online brand communities can change how research is approached and the role of the researcher in an organisation
Hall, Mike; Arthur, Jeannie; Morioka, Emma - In: International journal of market research : JMRS ; the … 53 (2011) 2, pp. 279-282
Persistent link: https://www.econbiz.de/10009011242
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Bringing product and consumer ecosystems to the strategic forefront
Dass, Mayukh; Kumar, Shivina - In: Business horizons 57 (2014) 2, pp. 225-234
Persistent link: https://www.econbiz.de/10010358724