Antecedents of brand love in online network-based communities : A social identity perspective | Vernuccio, Maria
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Antecedents of brand love in online network-based communities : A social identity perspective


in Journal of Product and Brand Management, 24 (7)

ISSN: 1061-0421

par Vernuccio, Maria ; Pagani, Margherita (1971-....) ; Barbarossa, Camilla ; Pastore, Alberto

2015 - 706-719 P. | In anglais

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The marketing literature has drawn increasing attention to the consumer-brand affective relationship-building process, experiential engagement and self-definitional issues within online network-based communities. However, research attempting to devel...

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