THE LINKS BETWEEN SOCIAL MOTIVATIONAL ENGAGEMENTS, BRAND COMMUNITY COMMITMENT AND REPURCHASE INTENTION ACROSS ONLINE BRAND COMMUNITIES
The study focuses on the relationships between social motivational engagements, brand community commitment and repurchase intentions across marketer-generated and customer-generated online brand communities. The current study demonstrates that online brand community commitment mediates the effects o...
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| Publicado no: | Organizations and Markets in Emerging Economies |
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| Principais autores: | , , |
| Formato: | Artigo |
| Idioma: | Inglês |
| Publicado em: |
Vilniaus Universitetas
2016
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| Assuntos: | |
| Acesso em linha: | https://www.redalyc.org/articulo.oa?id=692375775002 |
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