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Community based brand equity as brand culture : advancing brand equity conceptualization for a connected world

Purani, Keyoor; Jeesha, Krishnan - In: AMS review : official publication of the Academy of … 12 (2022) 1/2, pp. 52-70

Persistent link: https://www.econbiz.de/10013401680

Impact of brand community supportive climates on consumer-to-consumer helping behavior

Liao, Junyun; Wang, Wei; Du, Peng; Filieri, Raffaele - In: Journal of research in interactive marketing : … 17 (2023) 3, pp. 434-452

Persistent link: https://www.econbiz.de/10014313461

Intensity of collective consumption practices in brand communities : the case of crossfit

Dessart, Laurence; Bressolles, Grégory - In: The journal of brand management : an international journal 30 (2023) 3, pp. 227-244

Persistent link: https://www.econbiz.de/10014326916

For mod's sake! : the role of perceived brand image, brand identification, and online community environments in building brand love

Hendrasto, Ferdian - In: ASEAN marketing journal : Association of Southeast … 14 (2022) 1, pp. 17-32

Manuscript type: Research Article Research Aims: This research aims to analyze online community environments, perceived brand image, brand identification, and their effect to brand love in the context of video game modification online communities. Design/methodology/approach: This is...

Persistent link: https://www.econbiz.de/10014335611

Brand community formation in service management : lessons from the sport industry

Heere, Bob; Lock, Daniel; Cooper, Danielle - In: Journal of service management 35 (2024) 1, pp. 71-88

Persistent link: https://www.econbiz.de/10014456580

Motivation for users' knowledge-sharing behavior in virtual brand communities : a psychological ownership perspective

Jiang, Ying; Liao, Junyun; Chen, Jiawen; Hu, Yanghong; … - In: Asia Pacific journal of marketing and logistics 34 (2022) 10, pp. 2165-2183

Persistent link: https://www.econbiz.de/10013552984

Enhancing brand loyalty through online brand communities : the role of community benefits

Huang, Travis K.; Wang, Yi-Ting; Lin, Kuan-Yu - In: The journal of product & brand management 31 (2022) 5, pp. 823-838

Persistent link: https://www.econbiz.de/10013407539

Don't exclude me : being excluded in a brand community owned by other users leads consumers to avoid the brand

Schiessl, Djonata - In: Consumer behavior review : CBR 6 (2022) 1, pp. 1-15

Persistent link: https://www.econbiz.de/10013532239

Brand resonance : an empirical analysis of mobile users in global marketplace

Raut, Umesh Ramchandra; Pawar, Prafulla Arjun; Brito, … - In: International journal of trade and global markets 17 (2023) 2, pp. 185-200

Persistent link: https://www.econbiz.de/10014287225

What drives sponsorship effectiveness? : an examination of the roles of brand community identification, brand authenticity, and sponsor-club congruence

Moharana, Tapas Ranjan; Bhattacharjee, Debashree Roy; … - In: Psychology & marketing 40 (2023) 6, pp. 1211-1236

Persistent link: https://www.econbiz.de/10014291839