Cultural differences in online community motivations : exploring Korean Automobile Online Brand Communities (KAOBCs) and American Automobile Online Brand Communities (AAOBCs)
Jae Hee Park and Sally J. McMillan
| Year of publication: |
2017
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|---|---|
| Authors: | Park, Jae Hee ; McMillan, Sally J. |
| Published in: |
Journal of promotion management : JPM. - Binghamton, NY : Haworth Press, ISSN 1049-6491, ZDB-ID 1328445-9. - Vol. 23.2017, 5, p. 633-653
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| Subject: | cultural difference | motivation | online brand community | online community | Social Web | Social web | Konsumentenverhalten | Consumer behaviour | Markenführung | Brand management | Online-Marketing | Internet marketing | Online-Handel | Online retailing | Südkorea | South Korea | Markenartikel | Brand | Motivation | Kulturelle Identität | Cultural identity | Markenimage | Brand image |
| Type of publication: | Article |
|---|---|
| Type of publication (narrower categories): | Aufsatz in Zeitschrift ; Article in journal |
| Language: | English |
| Other identifiers: | 10.1080/10496491.2017.1297981 [DOI] |
| Source: | ECONIS - Online Catalogue of the ZBW |
Persistent link: https://www.econbiz.de/10011799550