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DO HEDONIC REWARDS AT ONLINE COMMUNITIES AFFECT CONSUMER-FASHION BRAND ENGAGEMENT? A PLS APPROACH

Ricardo Godinho Bilro, Sandra Maria Correia Loureiro, Maria Gonçalves Cabaço
  • LanguageENG
  • URLhttp://db.koreascholar.com/Article/Detail/372615
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Global Fashion Management Conference
2019 Global Fashion Management Conference at Paris (2019.07)
pp.589-593
글로벌지식마케팅경영학회 (Global Alliance of Marketing & Management Associations)
Keyword
hedonic rewardsonline brand community engagementbrand advocacysubjective well-being
Table Content
Introduction
 Theoretical Background
 Methodology
 Preliminary findings
 References
Author
  • Maria Gonçalves Cabaço(Instituto Universitário de Lisboa (ISCTE-IUL) ), Portugal)
  • Sandra Maria Correia Loureiro(Instituto Universitário de Lisboa (ISCTE-IUL) and Business Research Unit (BRU/IUL), Portugal)
  • Ricardo Godinho Bilro(Instituto Universitário de Lisboa (ISCTE-IUL) and Business Research Unit (BRU/IUL), Portugal)