The effect of brand trust and brand community commitment on online brand evangelism behaviour

In line with social media development, the online brand community becomes an alternative media that could contribute to overall brand success or vice versa.Among others, the online brand community could significantly affect brand evangelism behaviors.This study attempts to extend the understanding o...

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Bibliographic Details
Main Authors: Shaari, Hasnizam, Ahmad, Intan Shafinaz
Format: Article
Language:English
Published: Universiti Utara Malaysia 2016
Subjects:
Online Access:http://repo.uum.edu.my/21480/1/MMJ%2020%202016%2077%2086.pdf
http://repo.uum.edu.my/21480/
http://mmj.uum.edu.my/index.php/current-issues
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