The influence of the number of brand community memberships on customer centric measures
Matti J. Haverila, Kai Haverila, Caitlin McLaughlin, Mehak Arora
| Year of publication: |
2023
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|---|---|
| Authors: | Haverila, Matti J. ; Haverila, Kai ; McLaughlin, Caitlin ; Arora, Mehak |
| Published in: |
Journal of marketing analytics : JMA. - Houndmills : Palgrave Macmillan, ISSN 2050-3326, ZDB-ID 2735891-4. - Vol. 11.2023, 1, p. 5-20
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| Subject: | Attitudinal and behavioral loyalty | Brand community membership | Delight | Satisfaction | Social and physical promotion | Kundenzufriedenheit | Customer satisfaction | Beziehungsmarketing | Relationship marketing | Markenführung | Brand management | Konsumentenverhalten | Consumer behaviour | Social Web | Social web | Kundenbindung | Customer retention | Markenartikel | Brand |
| Type of publication: | Article |
|---|---|
| Type of publication (narrower categories): | Aufsatz in Zeitschrift ; Article in journal |
| Language: | English |
| Other identifiers: | 10.1057/s41270-022-00154-x [DOI] |
| Source: | ECONIS - Online Catalogue of the ZBW |
Persistent link: https://www.econbiz.de/10014250024