Jain, Nikunj Kumar; Kamboj, Shampy; Kumar, Vinod; … - In: Marketing Intelligence & Planning 36 (2018) 1, pp. 63-78
Purpose: The purpose of this paper is to examine how consumer-brand relationships affect brand loyalty and word of mouth when mediated by brand trust considering online brand communities on social media platforms. Design/methodology/approach: A conceptual model is developed, depicting the...