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Keywords: Online brand community
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Journal Articles
Jochen Wirtz, Anouk den Ambtman, Josée Bloemer, Csilla Horváth, B. Ramaseshan, Joris van de Klundert, Zeynep Gurhan Canli, Jay Kandampully
Journal:
Journal of Service Management
Journal of Service Management (2013) 24 (3): 223–244.
Published: 14 June 2013
... and practitioners alike are keen to understand the emergence and implications of online brand communities (OBCs). The purpose of this paper is to explore OBCs from both consumer and company perspectives. Design/methodology/approach The study provides a synthesis of the extant OBC literature to further our...
