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Digital Marketing Strategies for Value Co-creation : Models and Approaches for Online Brand Communities
Ozuem, Wilson; Willis, Michelle - 2022
Chapter 1: Introducing Online Brand Communities -- Chapter 2: Participation and customer involvement -- Chapter 3: Online brand communities and loyalty intentions -- Chapter 4: Consumer engagement -- Chapter 5: Social identity and online brand communities -- Chapter 6: Brand and customer loyalty...
Persistent link: https://www.econbiz.de/10013167257
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Introducing branded communities in sport for building strong brand relations in social media
Popp, Bastian; Woratschek, Herbert - In: Sport management review 19 (2016) 2, pp. 183-197
Persistent link: https://www.econbiz.de/10011475594
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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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Antecedents of value co-creation activities for online fashion brands
Thomas, Lauren Josie; Brooks, Simon; McGouran, Cathy - In: Journal of strategic marketing 28 (2020) 5, pp. 384-398
Persistent link: https://www.econbiz.de/10012313908
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The impact of value co-creation behaviour within the social media context
Sleilati, Esther Bassil; Sfeir, Cynthia Jabbour - In: Asian journal of business and accounting : AJBA 14 (2021) 1, pp. 33-58
Persistent link: https://www.econbiz.de/10012587270
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The effect of customer empowerment and customer engagement on marketing performance : the mediating effect of brand community membership
Anber Abraheem Shlash Mohammad - In: Verslas : teorija ir praktika : Vilniaus Gedimino … 21 (2020) 1, pp. 30-38
This study aimed at examining the mediating role of brand Community membership on the effect of customer empowerment and customer engagement on marketing performance. The population of the study contained students of universities in the North Region of Jordan. A total of 1320 questionnaires were...
Persistent link: https://www.econbiz.de/10012221786
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Customer nontransactional value cocreation in an online hotel brand community : driving motivation, engagement behavior, and value beneficiary
Shin, Hakseung; Perdue, Richard R. - In: Journal of travel research : a quarterly publication of … 61 (2022) 5, pp. 1088-1104
Persistent link: https://www.econbiz.de/10013258957
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Indian women and Facebook apparels brand communities : a study with reference to Koovs, Myntra and Shein
Kanupriya - In: International journal of technology marketing : IJTMkt 15 (2021) 2/3, pp. 316-331
Persistent link: https://www.econbiz.de/10012693538
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Customer participation in firm-initiated activities via social media : understanding the role of experiential value
Quach, Sara; Shao, Wei; Ross, Mitchell; Thaichon, Park - In: Australasian marketing journal : AMJ ; official journal … 29 (2021) 2, pp. 132-141
Persistent link: https://www.econbiz.de/10012668420
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Examining ePWOM-purchase intention link in Facebook brand fan pages : trust beliefs, value co-creation and brand image as mediators
Rao, Kunja Sambashiva; Rao, Bramhani; Acharyulu, G. V. R. K. - In: IIMB management review 33 (2021) 4, pp. 309-321
Persistent link: https://www.econbiz.de/10013413124