Original paper
The Role of Online Brand Community Engagement on the Consumer–Brand Relationship
Abstract
The purpose of this study is to analyze the effects of online brand community (OBC) engagement on strategic aspects for the brand supporting the community. A total of 628 valid responses were collected through a self-administered questionnaire. The authors tested the proposed model using structural equation modeling. The results show that OBC engagement directly favors participation in the community, willingness to co-create with the brand, and...
Paper Details
Title
The Role of Online Brand Community Engagement on the Consumer–Brand Relationship
Published Date
Mar 26, 2021
Journal
Volume
13
Issue
7
Pages
3679 - 3679
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Notes
History