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Keywords: Firm-hosted online brand communities
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Journal Articles
Consumer engagement in online brand communities: the moderating role of personal values
Available to Purchase
Journal:
European Journal of Marketing
European Journal of Marketing (2019) 53 (9): 1671–1700.
Published: 19 June 2019
... only Perceived value Personality traits Personal values Firm-hosted online brand communities Online consumer engagement The way that consumers engage with brands is being increasingly influenced by new forms of technology. As a result, understanding how to best engage consumers...
