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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

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