Managing brands and customer engagement in online brand communities

Managing brands and customer engagement in online brand communities

Purpose: Given the dramatic technology-led changes that continue to take place in the marketplace, researchers and practitioners alike are keen to understand the emergence and implications of online brand communities (OBCs). The purpose of this paper is to explore OBCs from both consumer and compan...

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Bibliographic Details
Main Authors: Wirtz, J., Ramaseshan, Balasubramanian, van de Klundert, J., Canli, Z., Kandampully, J.
Format: Journal Article
Published: Emerald Group Publishing Limited 2013
Subjects:
brands
communities
community funding
customer engagement
brand equity
online brand community
brand engagement
community governance
consumer behaviour
social networks
internet
brand management
Online Access:http://hdl.handle.net/20.500.11937/25030

Internet

http://hdl.handle.net/20.500.11937/25030

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