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Keywords: Sub-tribes
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Journal Articles
Journal of Product & Brand Management (2017) 26 (4): 375–385.
Published: 17 July 2017
... and evangelist. These findings emphasize the heterogeneity of the brand community or the differences of members and subgroups they form in the community. Practical implications This paper offers some insights for brand managers. There are different sub-tribes in online brand communities and these sub-tribes...
