Identification of critical brand community variables and constructs using importance-performance analysis and neural networks
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DOI: 10.1108/jm2-11-2019-0259
Abstract: Purpose This paper aims to use a unique statistical analysis tool to examine the importance and performance of critical brand community constructs and indicators to make concrete recommendations for brand community managers going forward. Design/methodology/approach… read more here.
Keywords: importance; brand community; analysis; community ... See more keywords