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Keywords: Customer brand-relationship
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Journal Articles
Online customer engagement: Creating social environments through brand community constellations
Available to Purchase
Journal:
Journal of Service Management
Journal of Service Management (2015) 26 (5): 777–806.
Published: 19 October 2015
... social environments. Practical implications – For marketers, this study highlights the importance of positioning the brand community as part of a social environment. To strengthen customer-brand relationships, marketers should focus on community members’ multiple memberships. Originality/value...
