Oppositional brand loyalty in online brand communities : perspectives on social identity theory and consumer-brand relationship
Ying-Feng Kuo, Jian-Ren Hou
| Year of publication: |
August 2017
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| Authors: | Kuo, Ying-Feng ; Hou, Jian-Ren |
| Published in: |
Journal of electronic commerce research : JECR. - Long Beach, Calif. : Univ., ISSN 1938-9027, ZDB-ID 2136755-3. - Vol. 18.2017, 3, p. 254-268
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| Subject: | Online brand community | Social identity theory | Consumer-brand relationship | Oppositional brand loyalty | Markentreue | Brand loyalty | Konsumentenverhalten | Consumer behaviour | Beziehungsmarketing | Relationship marketing | Social Web | Social web | Markenführung | Brand management | Markenartikel | Brand | Sozialpsychologie | Social psychology | Persönlichkeitspsychologie | Personality psychology | Online-Marketing | Internet marketing | Markenimage | Brand image | Kundenbindung | Customer retention |
| Type of publication: | Article |
|---|---|
| Type of publication (narrower categories): | Aufsatz in Zeitschrift ; Article in journal |
| Language: | English |
| Source: | ECONIS - Online Catalogue of the ZBW |
Persistent link: https://www.econbiz.de/10011746768