From affection to action : the role of brand love in facilitating co-creation in online brand communities
Simra Mujahid and Sujata Khandai
| Year of publication: |
2025
|
|---|---|
| Authors: | Mujahid, Simra ; Khandai, Sujata |
| Published in: |
Journal of creating value. - London : Sage Publishing, ISSN 2454-213X, ZDB-ID 2822183-7. - Vol. 11.2025, 1, p. 121-134
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| Subject: | Online brand community | emotional branding | brand co-creation | interpersonal relationship | stimulus-organism-response | Markenführung | Brand management | Social Web | Social web | Emotion | Beziehungsmarketing | Relationship marketing | Kundenintegration | Customer integration | Konsumentenverhalten | Consumer behaviour | Markenartikel | Brand | Online-Marketing | Internet marketing | Markentreue | Brand loyalty | Kundenbindung | Customer retention |
| Type of publication: | Article |
|---|---|
| Type of publication (narrower categories): | Aufsatz in Zeitschrift ; Article in journal |
| Language: | English |
| Other identifiers: | 10.1177/23949643251337519 [DOI] |
| Source: | ECONIS - Online Catalogue of the ZBW |
Persistent link: https://www.econbiz.de/10015412824