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Keywords: Virtual brand community
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Journal Articles
Virtual brand community engagement practices: a refined typology and model
Available to Purchase
Journal:
Journal of Services Marketing
Journal of Services Marketing (2017) 31 (3): 204–217.
Published: 08 May 2017
... communities, and their inter-relationships, is limited to date. Building on these authors’ study, this paper aims to develop a refined typology and process model of virtual brand community engagement practices (VBCEPs). Design/methodology/approach Using the netnographic methodology, the authors analyze 20...
