Consumers' role performance and brand identification : evidence from a survey and a longitudinal field experiment
Yi He & Qimei Chen & Ruby P. Lee & Yonggui Wang & Attila Pohlmann
| Year of publication: |
May 2017
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|---|---|
| Authors: | He, Yi ; Chen, Qimei ; Lee, Ruby ; Wang, Yonggui ; Pohlmann, Attila |
| Published in: |
Journal of interactive marketing : a quarterly publication from the Direct Marketing Educational Foundation. - Thousand Oaks, CA : SAGE Publishing, ISSN 1094-9968, ZDB-ID 1424950-9. - Vol. 38.2017, p. 1-11
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| Subject: | Online brand community | Brand identification | Self-determination theory | In-role behavior | Extra-role behavior | Konsumentenverhalten | Consumer behaviour | Markenführung | Brand management | Feldforschung | Field research | Social Web | Social web | Markenimage | Brand image | Markenartikel | Brand |
| Type of publication: | Article |
|---|---|
| Type of publication (narrower categories): | Aufsatz in Zeitschrift ; Article in journal |
| Language: | English |
| Other identifiers: | 10.1016/j.intmar.2016.11.001 [DOI] |
| Source: | ECONIS - Online Catalogue of the ZBW |
Persistent link: https://www.econbiz.de/10011695156