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Online brand community engagement: Scale development and validation

2014580 citationsJournal Article

Authors

Brian J. Baldus · California State University, Sacramento

Clay M. Voorhees · Michigan State University

Roger J. Calantone · Michigan State University

Topics & Keywords

Digital Marketing and Social Media Consumer Behavior in Brand Consumption and Identification Open Source Software Innovations

UN Sustainable Development Goals

Partnerships for the goals

Publication Details

Published in: Journal of Business Research

Volume 68, Issue 5, pp. 978-985

DOI: 10.1016/j.jbusres.2014.09.035

Field-Weighted Citation Impact: 73.21

Online brand community engagement: Scale development and validation | Researchclopedia