Theoretical Model of Engagement in the Context of Brand Communities
This essay proposes to refine the concept of consumer engagement in the context of brand communities. A comprehensive review of studies addressing the phenomenon of brand community was made. This paper follows the tradition of Marketing Research and Consumer Behavior, more specifically the perspecti...
Zapisane w:
| Wydane w: | BBR - Brazilian Business Review |
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| Główni autorzy: | , |
| Format: | Artigo |
| Język: | Inglês |
| Wydane: |
FUCAPE Business School
2017
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| Hasła przedmiotowe: | |
| Dostęp online: | https://www.redalyc.org/articulo.oa?id=123049109005 |
| Etykiety: |
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