Brand community coping

The successful alignment of co-creative practices between brand communities and marketers promises many benefits, including stronger consumer brand relationships. Yet recent research has identified the inherent difficulty of creating or maintaining such an alignment. This study builds on these cauti...

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Bibliographic Details
Main Authors: Henri Weijo, Jonathan Bean, Jukka Rintamaki
Format: Default Article
Published: 2017
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Online Access:https://hdl.handle.net/2134/37538
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