The deeper, the better? : effect of online brand community activity on customer purchase frequency
Ji Wu, Liqiang Huang, Jianliang Leon Zhao, Zhongsheng Hua
| Year of publication: |
2015
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| Authors: | Wu, Ji ; Huang, Liqiang ; Zhao, Jianliang Leon ; Hua, Zhongsheng |
| Published in: |
Information & management : the internat. journal of management processes and systems ; journal of IFIP Users Group. - Amsterdam : Elsevier, ISSN 0378-7206, ZDB-ID 432134-0. - Vol. 52.2015, 7, p. 813-823
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| Subject: | Online brand community | Community participation | Regulatory focus theory | Prevention versus promotion | Purchase frequency | Social Web | Social web | Konsumentenverhalten | Consumer behaviour | Online-Marketing | Internet marketing | Markenführung | Brand management | Markenartikel | Brand |
| Type of publication: | Article |
|---|---|
| Type of publication (narrower categories): | Aufsatz in Zeitschrift ; Article in journal |
| Language: | English |
| Other identifiers: | 10.1016/j.im.2015.06.001 [DOI] |
| Source: | ECONIS - Online Catalogue of the ZBW |
Persistent link: https://www.econbiz.de/10011416354