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Brand-Customer Relationships: Web 2.0 and Online Brand Communities

This study aims to explore the characteristics of online brand communities in a Web 2.0 context and to understand in which positive ways they can contributes to the brand and its customers. This staged evolution of the Internet, reinforces interactivity and gives users the possibility to generate th...

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Bibliographic Details
Main Author:	Guitton, Olivier
Format:	Dissertation (University of Nottingham only)
Language:	English
Published:	2007
Subjects:	web 2 brand brand-customer relationships online brand communities netnography relationship marketing experience marketing
Online Access:	https://eprints.nottingham.ac.uk/21494/

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