Brand Resonance Behavior among Online Brand Community

Article OPEN
Shaari, Hasnizam; Ahmad, Intan Shafinaz;
(2017)
  • Publisher: İlhan ÖZTÜRK
  • Journal: Cilt: 7 Sayı: 1 (issn: 2146-4405, eissn: 2146-4405)
  • Publisher copyright policies & self-archiving
  • Subject: Online Brand Community, Brand Resonance Behavior, Brand Loyalty
    acm: ComputerApplications_GENERAL | ComputingMilieux_MISCELLANEOUS

Brand commitment studies had gained considerable attention in today’s marketing practices. Sustaining the brand competitive advantages become challenging especially in the context of digital marketing. Development of Web 2.0 that enables interactive communication had o... View more
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