Understanding the antecedents and outcomes of brand community-swinging in a poly-social-media context : a perspective of channel complementarity theory
Junyun Liao and Jiawen Chen and Xuebing Dong
| Year of publication: |
2022
|
|---|---|
| Authors: | Liao, Junyun ; Chen, Jiawen ; Dong, Xuebing |
| Subject: | Brand community | Brand community-swinging | Brand loyalty | Channel complementarity theory | Markenführung | Brand management | Markenartikel | Brand | Vertriebsweg | Distribution channel | Konsumentenverhalten | Consumer behaviour | Beziehungsmarketing | Relationship marketing | Markentreue | Social Web | Social web |
Online Resource
| Type of publication: | Article |
|---|---|
| Type of publication (narrower categories): | Aufsatz in Zeitschrift ; Article in journal |
| Language: | English |
| Other identifiers: | 10.1108/APJML-11-2020-0820 [DOI] |
| Source: | ECONIS - Online Catalogue of the ZBW |
Persistent link: https://www.econbiz.de/10013163348