It takes a marketplace community to raise brand commitment: the role of online communities

Author： Kim Jae Wook   Choi Jiho   Qualls William   Han Kyesook  

Publisher： Routledge Ltd

ISSN： 0267-257X

Source： Journal of Marketing Management, Vol.24, Iss.3-4, 2008-04, pp. : 409-431

Disclaimer: Any content in publications that violate the sovereignty, the constitution or regulations of the PRC is not accepted or approved by CNPIEC.

Previous Menu Next

Abstract

Related content

Brand communities: loyal to the community or the brand?

By Marzocchi Gianluca   Morandin Gabriele   Bergami Massimo  

European Journal of Marketing, Vol. 47, Iss. 1-2, 2013-02 ,pp. : 93-114

Emerald Group Publishing Ltd

Access to resources Recommend Favorite

Brand Meaning Negotiation and the Role of the Online Community: A Mini Case Study

By Broderick A.   MacLaran P.   Ma P-Y.  

Journal of Customer Behaviour, Vol. 2, Iss. 1, 2003-03 ,pp. : 75-103

Westburn Publishers Ltd

Access to resources Recommend Favorite

Consumers' true brand loyalty: the central role of commitment

By Amine Abdelmajid  

Journal of Strategic Marketing, Vol. 6, Iss. 4, 1998-12 ,pp. : 305-319

Routledge Ltd

Access to resources Recommend Favorite

Do logo redesigns help or hurt your brand? The role of brand commitment

By Walsh Michael F.   Winterich Karen Page   Mittal Vikas  

Journal of Product and Brand Management, Vol. 19, Iss. 2, 2010-01 ,pp. : 76-84

Emerald Group Publishing Ltd

Access to resources Recommend Favorite

Brand communities for mainstream brands: the example of the Yamaha R1 brand community

By Felix Reto  

Journal of Consumer Marketing, Vol. 29, Iss. 3, 2012-04 ,pp. : 225-232

Emerald Group Publishing Ltd

Access to resources Recommend Favorite