Online brand communities as heterogeneous gatherings : a netnographic exploration of Apple users
Tuğba Özbölük and Yunus Dursun
| Year of publication: |
2017
|
|---|---|
| Authors: | Özbölük, Tuğba ; Dursun, Yunus |
| Published in: |
The journal of product & brand management. - Bradford : Emerald, ISSN 1061-0421, ZDB-ID 1216417-3. - Vol. 26.2017, 4, p. 375-385
|
| Subject: | Web 2.0 | Netnography | Online brand communities | Sub-tribes | Tribes | Social Web | Social web | Markenführung | Brand management | Konsumentenverhalten | Consumer behaviour | Online-Marketing | Internet marketing | Webanalyse | Web analytics | Markenartikel | Brand | Online-Handel | Online retailing | Electronic Commerce | E-commerce | Apfel | Apple | Markentreue | Brand loyalty |
| Type of publication: | Article |
|---|---|
| Type of publication (narrower categories): | Aufsatz in Zeitschrift ; Article in journal |
| Language: | English |
| Other identifiers: | 10.1108/JPBM-10-2015-1018 [DOI] |
| Source: | ECONIS - Online Catalogue of the ZBW |
Persistent link: https://www.econbiz.de/10011777373