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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...
| Autores principales: | , , , |
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| Formato: | Online Artículo Texto |
| Lenguaje: | English |
| Publicado: |
Frontiers Media S.A.
2023
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| Materias: | |
| 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 |