European Journal of Marketing
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#1Rory MulcahyH-Index: 10
#2Ryan McAndrewH-Index: 4
Last. Dawn IacobucciH-Index: 51
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Purpose - Research is limited when it comes to understanding what motivates 7–11-year-old children to participate in online brand communities (OBCs). Prior research has concentrated on prescriptive product categories (games and gaming), predominantly adolescent groups and the social aspects of community engagement, and actual behaviour within communities, rather than the motivations to participate with the OBC. null This has ultimately limited what has been gleaned, both theoretically and manage...
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#1Robert L. HarrisonH-Index: 11
#2Risto MoisioH-Index: 9
Last. Suraj CommuriH-Index: 7
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#1George D. DeitzH-Index: 15
#2John D. HansenH-Index: 64
Last. Emin BabakusH-Index: 48
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#2Lukas MaierH-Index: 2
Last. Kai-Ingo VoigtH-Index: 19
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