Take the pressure down : investigating the influence of peer pressure on participation desire in child-oriented brand communities
Margurite Hook and Alicia Kulczynski
| Year of publication: |
2021
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|---|---|
| Authors: | Hook, Margurite ; Kulczynski, Alicia |
| Published in: |
Journal of strategic marketing. - London : Routledge, ISSN 1466-4488, ZDB-ID 2020800-5. - Vol. 29.2021, 8, p. 690-705
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| Subject: | Brand communities | children | fear of social exclusion | participation desire | peer pressure | Soziale Gruppe | Social group | Social Web | Social web | Markenartikel | Brand | Markenführung | Brand management | Kinder | Children | Soziale Ausgrenzung | Social exclusion | Soziale Beziehungen | Social relations | Konsumentenverhalten | Consumer behaviour |
| Type of publication: | Article |
|---|---|
| Type of publication (narrower categories): | Aufsatz in Zeitschrift ; Article in journal |
| Language: | English |
| Other identifiers: | 10.1080/0965254X.2020.1783569 [DOI] |
| Source: | ECONIS - Online Catalogue of the ZBW |
Persistent link: https://www.econbiz.de/10012653605