Participant Diversity and Expressive Freedom in Firm-Managed and Customer-Managed Brand Communities
We examine differences between firm-managed and customer-managed brand communities with a conceptual model explaining how demographic and psychographic diversity of participants and their degree of expressive freedom engender trust, learning, and identification in the community, and affect firm-rele...
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| Veröffentlicht in: | BAR - Brazilian Administration Review |
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| Hauptverfasser: | , , , |
| Format: | Artigo |
| Sprache: | Inglês |
| Veröffentlicht: |
Associação Nacional de Pós-Graduação e Pesquisa em Administração
2013
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| Schlagworte: | |
| Online-Zugang: | https://www.redalyc.org/articulo.oa?id=84125793004 |
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