Brand engagement and community user behaviors in online interest communities : exploring a moderated mediation model
Ruohong Hao and Xiaobei Liang and Hu Meng
| Year of publication: |
2024
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|---|---|
| Authors: | Hao, Ruohong ; Liang, Xiaobei ; Hu, Meng |
| Published in: |
Asia Pacific journal of marketing and logistics. - [Erscheinungsort nicht ermittelbar] : Proquest, ISSN 1758-4248, ZDB-ID 2037486-0. - Vol. 36.2024, 2, p. 512-530
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| Subject: | Brand engagement | Citizenship behaviour | Empirical research | Lurker | Online community | Poster | Social Web | Social web | Konsumentenverhalten | Consumer behaviour | Kundenintegration | Customer integration | Markenartikel | Brand | Markenführung | Brand management | Arbeitsverhalten | Work behaviour | Markenimage | Brand image | Online-Marketing | Internet marketing | Beziehungsmarketing | Relationship marketing |
| Type of publication: | Article |
|---|---|
| Type of publication (narrower categories): | Aufsatz in Zeitschrift ; Article in journal |
| Language: | English |
| Other identifiers: | 10.1108/APJML-06-2023-0503 [DOI] |
| Source: | ECONIS - Online Catalogue of the ZBW |
Persistent link: https://www.econbiz.de/10014486755