The role of brand community identification and reward on consumer brand engagement and brand loyalty in virtual brand communities

Kaur, H; Paruthi, M; Islam, J; Hollebeek, LD

TELEMATICS AND INFORMATICS, 2020; 46 ():

Abstract

With the advent of interactive Web 2.0 (and beyond) technologies, the role of consumer brand engagement (CBE), which focuses on the consumer's investm......

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