How to Make Brand Communities Work: Antecedents and Consequences of Consumer Participation
How to Make Brand Communities Work: Antecedents and Consequences of Consumer Participation
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Publisher
Binghamton: Taylor & Francis Group
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Language
English
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Publisher
Binghamton: Taylor & Francis Group
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Scope and Contents
Contents
The majority of brand community literature deals with the exploration of the nature of brand communities and the measurement of community effects. However, existing literature on how to implement and to manage company-run brand communities is rare. In the present article, we conceptualize drivers and consequences of consumer brand community partici...
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Full title
How to Make Brand Communities Work: Antecedents and Consequences of Consumer Participation
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TN_cdi_crossref_primary_10_1080_15332660802409605
Permalink
https://devfeature-collection.sl.nsw.gov.au/record/TN_cdi_crossref_primary_10_1080_15332660802409605
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ISSN
1533-2667
E-ISSN
1533-2675
DOI
10.1080/15332660802409605
