Exploring the antecedents of brand loyalty and electronic word of mouth in social-media-based brand communities : do gender differences matter?
Riccardo Rialti, Lamberto Zollo, Massimiliano M. Pellegrini, and Cristiano Ciappei
| Year of publication: |
2017
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|---|---|
| Authors: | Rialti, Riccardo ; Zollo, Lamberto ; Pellegrini, Massimiliano M. ; Ciappei, Cristiano |
| Published in: |
Journal of global marketing. - Philadelphia, Pa. : Taylor & Francis, ISSN 0891-1762, ZDB-ID 1034619-3. - Vol. 30.2017, 3, p. 147-160
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| Subject: | Social media marketing | brand communities | social-media-based brand communities | gender | gender differences | brand loyalty | Social Web | Social web | Geschlecht | Gender | Markenführung | Brand management | Virales Marketing | Viral marketing | Beziehungsmarketing | Relationship marketing | Markentreue | Brand loyalty | Online-Marketing | Internet marketing | Konsumentenverhalten | Consumer behaviour | Markenartikel | Brand |
| Type of publication: | Article |
|---|---|
| Type of publication (narrower categories): | Aufsatz in Zeitschrift ; Article in journal |
| Language: | English |
| Other identifiers: | 10.1080/08911762.2017.1306899 [DOI] |
| Source: | ECONIS - Online Catalogue of the ZBW |
Persistent link: https://www.econbiz.de/10011779432