Brand community integration, participation and commitment: A comparison between consumer-run and company-managed communities
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DOI: 10.1016/j.jbusres.2019.10.069
Abstract: In the past two decades there has been a growth in the rate at which consumers join, companies use, and researchers study brand communities. Given the expansion of brand communities, scholars insistently analyze why individuals… read more here.
Keywords: participation commitment; integration participation; brand; consumer run ... See more keywords