Exploring positively- versus negatively-valenced brand engagement : a conceptual model
Year of publication: |
2014
|
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Authors: | Hollebeek, Linda D. ; Chen, Tom |
Published in: |
The journal of product & brand management. - Bradford : Emerald, ISSN 1061-0421, ZDB-ID 1216417-3. - Vol. 23.2014, 1, p. 62-74
|
Subject: | Netnography | Brand engagement | Conceptual model | Konsumentenverhalten | Consumer behaviour | Markenartikel | Brand | Markenimage | Brand image | USA | United States | Markenführung | Brand management | Social Web | Social web |
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