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

논문 상세보기

Ricardo Godinho Bilro, Sandra Maria Correia Loureiro, Maria Gonçalves Cabaço

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글로벌지식마케팅경영학회 (Global Alliance of Marketing & Management Associations)

키워드

hedonic rewardsonline brand community engagementbrand advocacysubjective well-being

Introduction
Theoretical Background
Methodology
Preliminary findings
References

저자

Ricardo Godinho Bilro(Instituto Universitário de Lisboa (ISCTE-IUL) and Business Research Unit (BRU/IUL), Portugal)
Sandra Maria Correia Loureiro(Instituto Universitário de Lisboa (ISCTE-IUL) and Business Research Unit (BRU/IUL), Portugal)
Maria Gonçalves Cabaço(Instituto Universitário de Lisboa (ISCTE-IUL) ), Portugal)

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