A model of brand engagement in online brand communities: Co-creating value for the brand and the community
Utilising qualitative and quantitative methods, this thesis examines customer engagement in value co-creation from a customer perspective. This thesis provides a model of brand engagement behaviours in online brand communities by taking into account co-creating value for the brand and the community....
| Main Author: | |
|---|---|
| Format: | Thesis |
| Published: |
Curtin University
2016
|
| Online Access: | http://hdl.handle.net/20.500.11937/48582 |