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: Tri D. Le, Linh Le, Quynh Phan, Khoa T. Tran, Phuong Nguyen
Formato: article
Lenguaje:EN
Publicado: Taylor & Francis Group 2021
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Acceso en línea:https://doaj.org/article/d3a3a7408a284a0dbc232db95035cc1f
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