Customer engagement, moral identity and oppositional brand loyalty in virtual communities

Autor:	Cheng, Guo, Han, Xiaoyun, Yu, Weiping, He, Mingli
Zdroj:	Journal of Product & Brand Management, 2024, Vol. 33, Issue 7, pp. 855-868.
Databáze:	Emerald Insight
Externí odkaz:	http://www.emeraldinsight.com/doi/10.1108/JPBM-11-2023-4831 Zobrazit plný text záznamu