Online brand community practices and the construction of brand legitimacy

Volume: 17, Issue: 4, Pages: 537 - 558
Published: Apr 26, 2017
Abstract
Contemporary marketers build online brand communities to communicate with the organization’s social surroundings, yet there is a lack of understanding of how brand legitimization unfolds in these p...
Paper Details
Title
Online brand community practices and the construction of brand legitimacy
Published Date
Apr 26, 2017
Volume
17
Issue
4
Pages
537 - 558
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