The dark side of members' heterogeneity within online brand communities and global virtual teams : an extension to Schwartz's value theory
Year of publication: |
2023
|
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Authors: | Raut, Sachin Kumar ; Rana, Sudhir ; Kathuria, Sakshi ; Alon, Ilan |
Published in: |
Journal of global marketing. - Philadelphia, PA : Routledge, Taylor & Francis Group, ISSN 1528-6975, ZDB-ID 2068833-7. - Vol. 36.2023, 4, p. 284-302
|
Subject: | cultural conflicts | Ethnological schadenfreude | online brand communities | Schwartz value theory | value-behavior relations | Social Web | Social web | Markenführung | Brand management | Virtuelles Team | Virtual team | Konsumentenverhalten | Consumer behaviour |
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