Participating anonymous online student communities and university brand relationship outcomes
Besides official social pages of organizations, the anonymous online consumer communities are emerging phenomena. Participating these communities may affect the relationship between consumers and brands. Focusing on the higher education context, where consumers and brands have strong relationship, t...
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| Autores principales: | , , , , |
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| Formato: | article |
| Lenguaje: | EN |
| Publicado: |
Taylor & Francis Group
2021
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| Materias: | |
| Acceso en línea: | https://doaj.org/article/d3a3a7408a284a0dbc232db95035cc1f |
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