Add to ORKGIn the latest decade, Brand Community has been widely discussed and considered as one of the best ways that the business and customers co-create value to enhance the brand loyalty and purchase intention. In recent years, with the development of Internet, the concept of social media and online brand community is thriving. However, while it is a trend for the business to build an online community through social media, luxury brand companies hesitate to embrace social media and online brand community. Until now, luxury brand companies are increasingly paying more attention to the issues of online brand community and try to deliver brand message through this new marketing tool. Therefore, this research try to provide luxury brand companies an i...
The rapid increase in the uptake of social media has presented brand owners with a new channel for m...
Abstract In an increasingly digital world, organizations and individuals are turning to web-based ap...
There have been few studies regarding online community, particularly that of brands, despite increa...
In the latest decade, Brand Community has been widely discussed and considered as one of the best wa...
The purpose of this study is to analyze the antecedent consumer involvement and brand self expressiv...
This study aimed to investigate the effects of active consumer engagement within social media based ...
[[abstract]]As the Internet population in Taiwan continues to increase, popularization of smart mobi...
In recent years, more and more companies have become aware that a brand also has a social dimension,...
This paper aims at examining the mediating role of online based-brand community (OBBC) through socia...
WOS:000544476200002It can be claimed that the concept of brand loyalty has a deeply rooted history s...
The study conducted primarily examined the effect of Social Media Marketing Effect on Brand equity i...
Recently, electronic word-of-mouth (eWOM) has been found to have a significant impact on consumers' ...
Abstract. The luxury streetwear trend in Indonesia have just became blooming lately. Along with this...
International audienceScant evidence is available on of how social media marketing activities influe...
Objective: Companies are realizing the potential of the online brand community to increase consumer ...
The rapid increase in the uptake of social media has presented brand owners with a new channel for m...
Abstract In an increasingly digital world, organizations and individuals are turning to web-based ap...
There have been few studies regarding online community, particularly that of brands, despite increa...
In the latest decade, Brand Community has been widely discussed and considered as one of the best wa...
The purpose of this study is to analyze the antecedent consumer involvement and brand self expressiv...
This study aimed to investigate the effects of active consumer engagement within social media based ...
[[abstract]]As the Internet population in Taiwan continues to increase, popularization of smart mobi...
In recent years, more and more companies have become aware that a brand also has a social dimension,...
This paper aims at examining the mediating role of online based-brand community (OBBC) through socia...
WOS:000544476200002It can be claimed that the concept of brand loyalty has a deeply rooted history s...
The study conducted primarily examined the effect of Social Media Marketing Effect on Brand equity i...
Recently, electronic word-of-mouth (eWOM) has been found to have a significant impact on consumers' ...
Abstract. The luxury streetwear trend in Indonesia have just became blooming lately. Along with this...
International audienceScant evidence is available on of how social media marketing activities influe...
Objective: Companies are realizing the potential of the online brand community to increase consumer ...
The rapid increase in the uptake of social media has presented brand owners with a new channel for m...
Abstract In an increasingly digital world, organizations and individuals are turning to web-based ap...
There have been few studies regarding online community, particularly that of brands, despite increa...