Brand Community Motives and Engagement: The Impact of Gender-Reference-Cited by-同舟云学术

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Brand Community Motives and Engagement: The Impact of Gender

Published:2023-12-31 Issue:1 Volume:23 Page:90-120
ISSN:1533-2861
Container-title:Journal of Internet Commerce
language:en
Short-container-title:Journal of Internet Commerce

Author:

Haverila Matti¹^ORCID,McLaughlin Caitlin²^ORCID,Haverila Kai³^ORCID,Nader Nashwa⁴^ORCID

Affiliation:

1. Department of Marketing, Thompson Rivers University, Kamloops, Canada

2. Department of Commerce, Mount Allison University, Sackville, Canada

3. Department of Marketing, Concordia University, Montreal, Canada

4. Department of Marketing, London South Bank University, London, UK

Publisher

Informa UK Limited

Subject

Management of Technology and Innovation,Human-Computer Interaction

Link

https://www.tandfonline.com/doi/pdf/10.1080/15332861.2023.2298582

Reference113 articles.

1. Andries, H., W. A. Areros, and R. J. Pio. 2019. The influence of online community experience on brand image and brand engagement in the formation of value co-creation. 5th Annual International Conference on Management Research (AICMaR 2018). Atlantis Press.

2. Building a Social Network for Success

3. When Does Customer Participation Matter? An Empirical Investigation of the Role of Customer Empowerment in the Customer Participation–Performance Link

4. Defending the markers of masculinity: Consumer resistance to brand gender-bending

5. Brand gender-bending

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