Understanding the consumers’ multi-competing brand community engagement: A mix method approach

INTRODUCTION: Participating in multiple competing brand communities simultaneously is common for consumers, which brings challenges for companies to manage brand communities and build strong brand-consumer relationships. Although previous studies have widely examined the drivers and outcomes of cons...

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Detalles Bibliográficos
Autores principales: He, Kai, Liao, Junyun, Li, Fengyan, Sun, Hongguang
Formato: Online Artículo Texto
Lenguaje:English
Publicado: Frontiers Media S.A. 2023
Materias:
Psychology
Acceso en línea:https://www.ncbi.nlm.nih.gov/pmc/articles/PMC9945872/
https://www.ncbi.nlm.nih.gov/pubmed/36846480
http://dx.doi.org/10.3389/fpsyg.2022.1088619

Internet

https://www.ncbi.nlm.nih.gov/pmc/articles/PMC9945872/
https://www.ncbi.nlm.nih.gov/pubmed/36846480
http://dx.doi.org/10.3389/fpsyg.2022.1088619

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