Brand Authenticity and Brand Attachment: How Online Communities Built on Social Networking Vehicles Moderate the Consumers’ Brand Attachment
Author:
Affiliation:
1. Department of Management & Studies, DIT University, Dehradun, India.
2. Indian Institute of Management, Kozhikode, Kerala, India.
3. Department of Management & Studies, Indian Institute of Technology, Roorkee, Uttar Pradesh, India.
Publisher
SAGE Publications
Subject
General Medicine
Link
http://journals.sagepub.com/doi/pdf/10.1177/2277975219825508
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1. The influence of C2C communications in online brand communities on customer purchase behavior
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