Impact of the Social Demonstrance of Luxury Brands on Brand Engagement Behaviors: Role of Consumer-brand Identification

Volume: 8, Issue: 2, Pages: 12 - 21
Published: Jan 1, 2018
Abstract
Drastic dynamism in internet technology and the evolution of social media has had a major impact on the way firms interact and build relationships with their customers online. Social networking sites (SNSs) such as Facebook, allow firms to interact directly with their customers through online brand communities (OBCs). This study draws from the social impact, social identity and social exchange theory to explore social demonstrance as an external...
Paper Details
Title
Impact of the Social Demonstrance of Luxury Brands on Brand Engagement Behaviors: Role of Consumer-brand Identification
Published Date
Jan 1, 2018
Volume
8
Issue
2
Pages
12 - 21
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