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Leveraging marketer-generated appeals in online brand communities : an individual user-level analysis

Weiger, Welf H.; Wetzel, Hauke; Hammerschmidt, Maik - In: Journal of service management 28 (2017) 1, pp. 133-156

Persistent link: https://www.econbiz.de/10011655001

Co-creating corporate brand identity with online brand communities : a managerial perspective

Essamri, Azzouz; McKechnie, Sally; Winklhofer, Heidi - In: Journal of business research : JBR 96 (2019), pp. 366-375

Persistent link: https://www.econbiz.de/10011981083

Leveraging online communities to support the brand and develop the community

Baldus, Brian J. - In: Journal of internet commerce 17 (2018) 2, pp. 115-144

Persistent link: https://www.econbiz.de/10011987445

Developing brand relationship quality through online brand communities

Khan, Zoia; Khattak, Arif - In: Pakistan journal of commerce and social sciences 11 (2017) 1, pp. 275-292

Managers are interested in how to develop relationship with customers due to importance of social media based brand communities and changing landscape of communication. Similarly with online brand community platform a new concept emerged i.e. customer brand engagement, focusing on expanded...

Persistent link: https://www.econbiz.de/10011930289

Engagement valence duality and spillover effects in online brand communities

Bowden, Jana; Conduit, Jodie; Hollebeek, Linda D.; … - In: Journal of service theory and practice : JSTP 27 (2017) 4, pp. 877-897

Persistent link: https://www.econbiz.de/10011730673

Role of customer perceived brand ethicality in inducing engagement in online brand communities

Kumar, Vikas; Kaushal, Vikrant; Shashi - In: Journal of retailing and consumer services 71 (2023), pp. 1-8

Persistent link: https://www.econbiz.de/10014253572

I am feeling so good! : motivations for interacting in online brand communities

Bilro, Ricardo Godinho; Loureiro, Sandra Maria Correia - In: Journal of research in interactive marketing : … 17 (2023) 1, pp. 61-77

Persistent link: https://www.econbiz.de/10013536280

From Korea to the world : women's role as peer-leaders in K-pop transnational online brand communities

Brassier, Pascal - In: Asia Pacific business review 29 (2023) 5, pp. 1324-1348

Persistent link: https://www.econbiz.de/10014426228

Disengagement toward brand-based online communities : the role of culture

Kumar, Aman; Shankar, Amit - In: Journal of global marketing 36 (2023) 4, pp. 268-283

Persistent link: https://www.econbiz.de/10014390286

Understanding the ties between brand gender and brand engagement in online brand communities : the moderating role of consumers' biological sex

Kumar, Jitender - In: The journal of product & brand management 31 (2022) 5, pp. 761-779

Persistent link: https://www.econbiz.de/10013407533