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: | English |
| Published: |
FUCAPE Business School
2017-01-01
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| Series: | BBR: Brazilian Business Review |
| Subjects: | |
| Online Access: | http://www.redalyc.org/articulo.oa?id=123049109005 |
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