THE ROLE OF ONLINE BRAND COMMUNTIES ON BUILDING BRAND EQUITY AND LOYALTY THROUGH RELATIONAL BENEFITS

Autor:	Ilenia Confente, Eva Tomaseti-Solano, Noelia Sánchez-Casado, Federico Brunetti
Rok vydání:	2018
Předmět:	Marketing social media media_common.quotation_subject 05 social sciences Perspective (graphical) Advertising brand pages relationship marketing perceived benefits brand pages social media perceived benefits relationship marketing brand loyalty Brand loyalty 0502 economics and business Loyalty 050211 marketing Social media Brand equity Business Relationship marketing 050203 business & management brand loyalty media_common
Zdroj:	Journal of Marketing Theory and Practice. 26:289-308
ISSN:	1944-7175 1069-6679
DOI:	10.1080/10696679.2018.1451256
Popis:	From a marketing perspective, companies use social media as a tool to establish relationships with customers. Thus, brand–customer relationships via social media are able to deliver different kinds...
Databáze:	OpenAIRE
Externí odkaz:	https://explore.openaire.eu/search/publication?articleId=doi_dedup___::d9c61cadda764547188e08588c4377e3 https://doi.org/10.1080/10696679.2018.1451256 Zobrazit plný text záznamu Plný text ve formátu PDF Plný text ve formátu HTML
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