Managing brands and customer engagement in online brand communities

Managing brands and customer engagement in online brand communities

10.1108/09564231311326978

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Bibliographic Details
Main Authors: Wirtz, J., Ambtman, A.D., Bloemer, J., Horváth, C., Ramaseshan, B., van de Klundert, J., Canli, Z.G., Kandampully, J.
Other Authors: MARKETING
Format: Article
Published: 2014
Subjects:
Brand engagement
Brand equity
Brand management
Brands
Communities
Community funding
Community governance
Consumer behaviour
Customer engagement
Internet
Online brand community
Social networks
Online Access:http://scholarbank.nus.edu.sg/handle/10635/114936
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Institution: National University of Singapore
Description
Summary:10.1108/09564231311326978

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