An integrated approach to estimate brand association matching and strength in virtual settings
Author:
Affiliation:
1. Department of Statistics, Computer Science, Applications “G.Parenti”, University of Florence, Florence, Italy
2. Department of Economics and Management, University of Florence, Florence, Italy
Publisher
Informa UK Limited
Subject
Management of Technology and Innovation,Marketing,Strategy and Management,Cultural Studies
Link
https://www.tandfonline.com/doi/pdf/10.1080/20932685.2019.1706608
Reference54 articles.
1. The influence of C2C communications in online brand communities on customer purchase behavior
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3. Online brand community engagement: Scale development and validation
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