How to generate customer and firm benefits through online game product and brand community engagement : online and offline perspectives
Chia-Wen Chang and Chiu-Ping Hsu
| Year of publication: |
2022
|
|---|---|
| Authors: | Chang, Chia-Wen ; Hsu, Chiu-Ping |
| Published in: |
The journal of product & brand management. - Bingley : Emerald, ISSN 2054-1643, ZDB-ID 2020682-3. - Vol. 31.2022, 8, p. 1252-1264
|
| Subject: | Offline benefits | Online benefits | Online brand community engagement | Product engagement | Virtual experience | Social Web | Social web | Online-Marketing | Internet marketing | Beziehungsmarketing | Relationship marketing | Kundenintegration | Customer integration | Konsumentenverhalten | Consumer behaviour | Online-Handel | Online retailing | Computerspiel | Video game | Markenführung | Brand management | Markenimage | Brand image |
| Type of publication: | Article |
|---|---|
| Type of publication (narrower categories): | Aufsatz in Zeitschrift ; Article in journal |
| Language: | English |
| Other identifiers: | 10.1108/JPBM-04-2021-3448 [DOI] |
| Source: | ECONIS - Online Catalogue of the ZBW |
Persistent link: https://www.econbiz.de/10013429191