Enhancing consumer engagement in an online brand community via user reputation signals : a multi-method analysis
Sara Hanson, Lan Jiang, Darren Dahl
| Year of publication: |
2019
|
|---|---|
| Authors: | Hanson, Sara ; Jiang, Lan ; Dahl, Darren W. |
| Published in: |
Journal of the Academy of Marketing Science. - New York, NY : Springer Science + Business Media LLC, ISSN 0092-0703, ZDB-ID 1187865-4. - Vol. 47.2019, 2, p. 349-367
|
| Subject: | Online brand community | Reputation | Engagement | Marketing strategy | Role clarity | Social Web | Social web | Konsumentenverhalten | Consumer behaviour | Online-Marketing | Internet marketing | Marketingmanagement | Marketing management | Markenführung | Brand management | Markenimage | Brand image | Kundenintegration | Customer integration | Firmenimage | Corporate reputation | Beziehungsmarketing | Relationship marketing | Markenartikel | Brand | Markentreue | Brand loyalty | Online-Handel | Online retailing |
| Type of publication: | Article |
|---|---|
| Type of publication (narrower categories): | Aufsatz in Zeitschrift ; Article in journal |
| Language: | English |
| Other identifiers: | 10.1007/s11747-018-0617-2 [DOI] |
| Source: | ECONIS - Online Catalogue of the ZBW |
Persistent link: https://www.econbiz.de/10012022592