Enhancing brand relationship performance through customer participation and value creation in social media brand communities
Jamie Carlson, Jessica Wyllie, Mohammad M. Rahman, Ranjit Voola
| Year of publication: |
2019
|
|---|---|
| Authors: | Carlson, Jamie ; Wyllie, Jessica ; Rahman, Mohammad M. ; Voola, Ranjit |
| Published in: |
Journal of retailing and consumer services. - Amsterdam [u.a.] : Elsevier, ISSN 0969-6989, ZDB-ID 1204385-0. - Vol. 50.2019, p. 333-341
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| Subject: | Customer participation | Value co-creation | Retail brands | Social media | Consumption experience | Gender | Social Web | Social web | Beziehungsmarketing | Relationship marketing | Kundenintegration | Customer integration | Markenführung | Brand management | Betriebliche Wertschöpfung | Value creation | Konsumentenverhalten | Consumer behaviour | Markenartikel | Brand | Kundenwert | Customer value |