Managing brands and customer engagement in online brand communities

• Main Authors: Wirtz, Jochen, den Ambtman, Anouk, Bloemer, Josee, Horvath, Csilla, Ramaseshan, B, van de Klundert, Joris, Canli, Zeynep Gurhan, Kandampully, Jay
• Other Authors: DEAN'S OFFICE (BIZ)
• Format: Article
• Language: English
• Published: EMERALD GROUP PUBLISHING LTD 2023
• Subjects: Social Sciences; Management; Business & Economics; Internet; Communities; Brands; Social networks; Online brand community; Consumer behaviour; Brand management; Customer engagement; Brand engagement; Brand equity; Community governance; Community funding; SOCIAL IDENTITY THEORY; WORD-OF-MOUTH; CONSUMER; PARTICIPATION; LOYALTY; TRUST; CONTEXT; IMPACT; MODEL; COMMITMENT
• Online Access: https://scholarbank.nus.edu.sg/handle/10635/245234
• Institution: National University of Singapore

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