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Keywords: Virtual brand community
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Journal Articles
Marco Tulio Zanini, Fábio Carbone de Moraes, Vitor Lima, Carmen Migueles, Carlos Lourenco, Hélio Arthur Reis Irigaray
Journal:
Marketing Intelligence & Planning
Marketing Intelligence & Planning (2019) 37 (7): 791–805.
Published: 18 July 2019
...Marco Tulio Zanini; Fábio Carbone de Moraes; Vitor Lima; Carmen Migueles; Carlos Lourenco; Hélio Arthur Reis Irigaray Purpose The purpose of this paper is to identify how consumer engagement practices shape the dynamics of a soccer club virtual brand community. Design/methodology/approach...
Journal Articles
Journal:
Marketing Intelligence & Planning
Marketing Intelligence & Planning (2017) 35 (7): 923–936.
Published: 01 September 2017
... Limited 2017 Emerald Publishing Limited Licensed re-use rights only Facebook Brand meaning Co-creation Virtual brand community Brand page Historically, brand managers have meticulously planned and delivered their desired brand meanings through mass media; they were used...
