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Customer brand engagement behavior in online brand communities
Journal of Services Marketing, 2017Purpose This study aims to investigate the moderating role of cultural value orientations on the relationship between brand ownership and customer brand engagement behavior through brand responsibility and self-enhancement. Design/methodology/approach Respondents came from firm-managed online smartphone brand communities in South Korea and the USA ...
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Brand and Customer Loyalty in Online Brand Communities
2022Wilson Ozuem, Michelle Willis
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The Effects of Brand Community Identification on Consumer Behavior in Online Brand Communities
Journal of Internet Commerce, 2021Changiz Valmohammadi +2 more
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Disengagement toward brand-based online communities: The role of culture
Journal of Global Marketing, 2023Aman Kumar, Amit Shankar
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Effects of online brand communities on millennials' brand loyalty in the fashion industry
Psychology and Marketing, 2021Wilson Ozuem +2 more
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Role of customer perceived brand ethicality in inducing engagement in online brand communities
Journal of Retailing and Consumer Services, 2023Prashant Kumar, Vikrant Kaushal
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B2B ONLINE BRAND COMMUNICATION AND BRAND LOYALTY
Global marketing conference proceeding, 2016Wolfgang Fritz, Benjamin Wille-Baumkauff
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