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Keywords: Brand communities
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Journal Articles
Antecedents and Consequences of Children's Brand Community Participation: A Replication and Extension Study
Available to Purchase
Journal:
Journal of Marketing Behavior
Journal of Marketing Behavior (2017) 3 (1): 63–72.
Published: 26 October 2017
...Margurite Hook; Stacey Baxter; Alicia Kulczynski Brand communities are a popular tool brands use to develop relationships with customers. Bagozzi and Dholakia’s (2006) seminal article provides one model to explain participation in these brand communities. This research replicates and extends...
