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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Autores principales: Flávia D\u2019albergaria Freitas, Victor Manoel Cunha de Almeida
Formato: article
Lenguaje:EN
PT
Publicado: FUCAPE Business School 2017
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Acceso en línea:https://doaj.org/article/a2f38f2dd38d4d98b1fd3b1daf70c6b4
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