Chang, Chia-Wen; Ko, Chih-Huei; Huang, Heng-Chiang; … - In: Journal of Product & Brand Management 29 (2019) 3, pp. 289-306
Purpose: A brand community consists of relationships between a brand and consumers; community members’ identification with the brand community is a central characteristic of the community. This study aims to provide a comprehensive conceptual framework to investigate how and why such...