Understanding the consumers’ multi-competing brand community engagement: A mix method approach
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DOI: 10.3389/fpsyg.2022.1088619
Abstract: Introduction Participating in multiple competing brand communities simultaneously is common for consumers, which brings challenges for companies to manage brand communities and build strong brand-consumer relationships. Although previous studies have widely examined the drivers and… read more here.
Keywords: competing brand; brand; brand community; multi competing ... See more keywords