The dark side of group heterogeneity on a brand-based online community
Year of publication: |
2023
|
---|---|
Authors: | Chatterjee, Sheshadri ; Chaudhuri, Ranjan ; Vrontis, Demetris |
Published in: |
Journal of global marketing. - Philadelphia, PA : Routledge, Taylor & Francis Group, ISSN 1528-6975, ZDB-ID 2068833-7. - Vol. 36.2023, 4, p. 303-318
|
Subject: | brand loyalty | brand trust | Dark side | group heterogeneity | online brand community | purchase intention | Social Web | Social web | Konsumentenverhalten | Consumer behaviour | Markenführung | Brand management | Vertrauen | Confidence | Markentreue | Brand loyalty | Beziehungsmarketing | Relationship marketing | Markenimage | Brand image |
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