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Online brand community within the integrated marketing communication system : when chocolate becomes seductive like a person

Gabrielli, Veronica; Baghi, Ilaria - In: Journal of marketing communications 22 (2016) 4, pp. 385-402

Persistent link: https://www.econbiz.de/10011612598

A conceptual analysis of brand intimacy on social media platforms

Almubarak, Alanoud F.; Pervan, Simon J.; Johnson, Lester W. - In: Journal of strategic marketing 26 (2018) 6, pp. 463-478

Persistent link: https://www.econbiz.de/10011976041

Brand identity and virtual brand community for the success of co-creation

Benmiled-Cherif, Héla - In: Journal for international business and entrepreneurship … 9 (2016) 2, pp. 222-236

Persistent link: https://www.econbiz.de/10011610708

Online brand community engagement : scale development and validation

Baldus, Brian J.; Voorhees, Clay; Calantone, Roger J. - In: Journal of business research : JBR 68 (2015) 5, pp. 978-985

Persistent link: https://www.econbiz.de/10010516642

Online customer engagement : creating social environments through brand community constellations

Hammedi, Wafa; Kandampully, Jay; Zhang, Ting Ting Christina - In: Journal of service management 26 (2015) 5, pp. 777-806

Persistent link: https://www.econbiz.de/10011503583

Building brand loyalty on social media : theories, measurements, antecedents, and consequences

Jai, Tunmin Catherine; Tong, Xiao; Chen, Hsiangting Shatina - In: The journal of brand management : an international journal 29 (2022) 1, pp. 35-57

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Do instagram fan pages develop consumer-brand relationships? : evidence from the telecommunications industry

Gaber, Hazem Rasheed; Elsamadicy, Ahmed Mousa; Wright, … - In: Cogent business & management 8 (2021) 1, pp. 1-18

Instagram’s growth has drawn the interest of many corporations that are searching for new ways to boost their customer relationships. Given the rapid adoption of Instagram marketing and the inadequate research in that field, the objective of this paper is to examine whether "following" brands...

Persistent link: https://www.econbiz.de/10012665364

Mapping the perceptions and antecedents of football fans' co-creation behaviours with sponsoring brands : a pan-cultural study of the European leagues

Thomas, Robert - In: Journal of marketing management : MM 34 (2018) 17/18, pp. 1470-1502

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Linking customer engagement to trust and word-of-mouth on Facebook brand communities : an empirical study

Islam, Jamid Ul; Rahman, Zillur - In: Journal of internet commerce 15 (2016) 1, pp. 40-58

Persistent link: https://www.econbiz.de/10011636431

Rise and fall of interactions with brand communities

Moghaddam, Saeed Arablooye; Esfidani, Mohammad Rahim - In: Marketing intelligence & planning 40 (2022) 6, pp. 772-786

Persistent link: https://www.econbiz.de/10013393541

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