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Keywords: Brand community formation
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Journal Articles
Brand community formation in service management: lessons from the sport industry
Available to Purchase
Journal:
Journal of Service Management
Journal of Service Management (2024) 35 (1): 71–88.
Published: 02 October 2023
...Bob Heere; Daniel Lock; Danielle Cooper Purpose The purpose of this article is to propose an overall framework for brand community formation that separates antecedents that lead to the formation of a brand community from those outcomes that are associated with established communities. Design...
