KOREASCHOLAR

INVESTIGATING ANTECEDENTS OF BRAND VALUE CO-CREATION BEHAVIORS IN SOCIAL MEDIA BASED BRAND COMMUNITIES

Kai-Yu Wang, Yu-Ping Wu, Wen-Hai Chih
  • LanguageENG
  • URLhttp://db.koreascholar.com/Article/Detail/401204
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Global Marketing Conference
2020 Global Marketing Conference at Seoul (2020.11)
p.896
글로벌지식마케팅경영학회 (Global Alliance of Marketing & Management Associations)
Keyword
uses and gratifications theoryattachmentbrand value co-creationbrand communityknowledge sharing behaviorbrand advocacy
Author
  • Kai-Yu Wang(Brock University)
  • Yu-Ping Wu(Hubei University of Economics)
  • Wen-Hai Chih(National Dong Hwa University)