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The Social influence of brand community: evidence from European Car Clubs

The authors develop and estimate a conceptual model of how different aspects of customers relationships with the brand community influence their intentions and behaviors. The authors describe how identification with the brand community leads to positive consequences, such as greater community engagement, and negative consequences, such as normative community pressure and (ultimately) reactance. They examine the moderating effects of customers brand knowledge and the brand community's size and test their hypotheses by estimating a structural equation model with survey data from a sample of European car club members..Printed Journal

Ketersediaan

Call NumberLocationAvailable
PSB lt.dasar - Pascasarjana1
Penerbit American Marketing Association.,
Edisi -
Subjek Brands
Social impact
Customer relations
Consumer attitudes
Statistical analysis
Brand Identification
Automobile clubs
ISBN/ISSN 222429
Klasifikasi -
Deskripsi Fisik -
Info Detail Spesifik -
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