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Keywords: Virtual brand communities
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Journal Articles
Journal:
Online Information Review
Online Information Review (2011) 35 (4): 517–542.
Published: 09 August 2011
...Marcelo Royo‐Vela; Paolo Casamassima Purpose This paper aims to explore some of the effects of belonging to a virtual brand community on consumer behaviour. It also proposes the concept of belonging as a three‐dimensional construct. Design/methodology/approach The paper proposes that belonging...
