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Branding co-creation with members of online brand communities

2016287 citationsJournal Article

Authors

Nick Hajli · Newcastle University

Mohana Shanmugam · Universiti Tenaga Nasional

Savvas Papagiannidis · Newcastle University

Debra Zahay · St. Edward's University

Marie-Odile Richard · SUNY Polytechnic Institute

Topics & Keywords

Digital Marketing and Social Media Customer Service Quality and Loyalty Technology Adoption and User Behaviour

Publication Details

Published in: Journal of Business Research

Volume 70, pp. 136-144

DOI: 10.1016/j.jbusres.2016.08.026

Field-Weighted Citation Impact: 80.02

Branding co-creation with members of online brand communities | Researchclopedia