The influence of brand-related social media content on customer extra-role behavior : a moderated moderation model
Revanth Kumar Guttena, Cedric Hsi-Jui Wu and Ferry Tema Atmaja
| Year of publication: |
2024
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|---|---|
| Authors: | Guttena, Revanth Kumar ; Wu, Cedric Hsi-Jui ; Atmaja, Ferry Tema |
| Published in: |
The journal of product & brand management. - Bingley : Emerald, ISSN 2054-1643, ZDB-ID 2020682-3. - Vol. 33.2024, 2, p. 220-233
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| Subject: | Brand intimacy | Customer experience | Customer extra-role behavior | Self-congruence | Social media content | Social Web | Social web | Konsumentenverhalten | Consumer behaviour | Beziehungsmarketing | Relationship marketing | 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: | 10.1108/JPBM-05-2022-3999 [DOI] |
| Source: | ECONIS - Online Catalogue of the ZBW |
Persistent link: https://www.econbiz.de/10014486330