The dark side of group heterogeneity on a brand-based online community
Sheshadri Chatterjee, Ranjan Chaudhuri and Demetris Vrontis
| Year of publication: |
2023
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|---|---|
| Authors: | Chatterjee, Sheshadri ; Chaudhuri, Ranjan ; Vrontis, Demetris |
| Published in: |
Journal of global marketing. - Philadelphia, PA : Routledge, Taylor & Francis Group, ISSN 1528-6975, ZDB-ID 2068833-7. - Vol. 36.2023, 4, p. 303-318
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| Subject: | brand loyalty | brand trust | Dark side | group heterogeneity | online brand community | purchase intention | Social Web | Social web | Konsumentenverhalten | Consumer behaviour | Vertrauen | Confidence | Markenführung | Brand management | Markentreue | Brand loyalty | Markenartikel | Brand | Markenimage | Brand image | Beziehungsmarketing | Relationship marketing |
| Type of publication: | Article |
|---|---|
| Type of publication (narrower categories): | Aufsatz in Zeitschrift ; Article in journal |
| Language: | English |
| Other identifiers: | 10.1080/08911762.2023.2182248 [DOI] |
| Source: | ECONIS - Online Catalogue of the ZBW |
Persistent link: https://www.econbiz.de/10014390287