Theoretical Model of Engagement in the Context of Brand Communities
This essay proposes to refine the concept of consumer engagement in the context of brand communities. A comprehensive review of studies addressing the phenomenon of brand community was made. This paper follows the tradition of Marketing Research and Consumer Behavior, more specifically the perspecti...
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| Main Authors: | , |
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| Format: | article |
| Language: | EN PT |
| Published: |
FUCAPE Business School
2017
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| Subjects: | |
| Online Access: | https://doaj.org/article/a2f38f2dd38d4d98b1fd3b1daf70c6b4 |
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