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

• 主要な著者: Shaari, Hasnizam, Ahmad, Intan Shafinaz
• フォーマット: 論文
• 言語: English
• 出版事項: Universiti Utara Malaysia 2016
• 主題: HB Economic Theory
• オンライン･アクセス: 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

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...