How do customers engage in social media-based brand communities : the moderator role of the brand's country of origin?
Yu Huang, Xu Zhang, Hong Zhu
| Year of publication: |
2022
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|---|---|
| Authors: | Huang, Yu ; Zhang, Xu ; Zhu, Hong |
| Published in: |
Journal of retailing and consumer services. - Amsterdam [u.a.] : Elsevier, ISSN 0969-6989, ZDB-ID 1204385-0. - Vol. 68.2022, p. 1-11
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| Subject: | Brand trust | Country of origin | Customer engagement | SMBBC | Konsumentenverhalten | Consumer behaviour | Beziehungsmarketing | Relationship marketing | Markenimage | Brand image | Markenführung | Brand management | Social Web | Social web | Herkunftsbezeichnung | Designation of origin | Kundenintegration | Customer integration | Vertrauen | Confidence | Ursprungsregeln | Rules of origin |
| Type of publication: | Article |
|---|---|
| Type of publication (narrower categories): | Aufsatz in Zeitschrift ; Article in journal |
| Language: | English |
| Other identifiers: | 10.1016/j.jretconser.2022.103079 [DOI] |
| Source: | ECONIS - Online Catalogue of the ZBW |
Persistent link: https://www.econbiz.de/10013366408