Brand community relationships transitioning into brand relationships : mediating and moderating mechanisms
Jitender Kumar, Jogendra Kumar Nayak
| Year of publication: |
November 2018
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|---|---|
| Authors: | Kumar, Jitender ; Nayak, Jogendra Kumar |
| Published in: |
Journal of retailing and consumer services. - Amsterdam [u.a.] : Elsevier, ISSN 0969-6989, ZDB-ID 1204385-0. - Vol. 45.2018, p. 64-73
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| Subject: | Brand community identification | Customer brand identification | Brand community engagement | Customer brand engagement (CBE) | Loyalty intentions | Sense of community-brand congruity | Beziehungsmarketing | Relationship marketing | Markenführung | Brand management | Konsumentenverhalten | Consumer behaviour | Markentreue | Brand loyalty | Social Web | Social web | Markenartikel | Brand | Kundenintegration | Customer integration | Kundenbindung | Customer retention | Markenimage | Brand image |
| Type of publication: | Article |
|---|---|
| Type of publication (narrower categories): | Aufsatz in Zeitschrift ; Article in journal |
| Language: | English |
| Other identifiers: | 10.1016/j.jretconser.2018.08.007 [DOI] |
| Source: | ECONIS - Online Catalogue of the ZBW |
Persistent link: https://www.econbiz.de/10011929880