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

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

Kai-Yu Wang, Yu-Ping Wu, Wen-Hai Chih

언어ENG
URLhttps://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)

키워드

uses and gratifications theory attachment brand value co-creation brand community knowledge sharing behavior brand advocacy

저자

Kai-Yu Wang(Brock University)
Yu-Ping Wu(Hubei University of Economics)
Wen-Hai Chih(National Dong Hwa University)

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