Managing brands and customer engagement in online brand communities

• 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
• Institution: National University of Singapore

10.1108/09564231311326978