D. Hollebeek, Linda; Chen, Tom - In: Journal of Product & Brand Management 23 (2014) 1, pp. 62-74
interactions. Design/methodology/approach – Drawing on netnographic methodology, the authors develop a conceptual model addressing … consequences. Findings – Based on their analyses the authors develop a conceptual model, which addresses consumers' positively … guiding managerial decision making regarding the management of specific brands. Originality/value – By proposing a conceptual …