Negative brand meaning co‐creation in social media brand communities: A laddering approach using NVivo
نویسندگان
چکیده
منابع مشابه
The effects of social media based brand communities on brand community markers, value creation practices, brand trust and brand loyalty
Social media based brand communities are communities initiated on the platform of social media. In this article, we explore whether brand communities based on social media (a special type of online brand communities) have positive effects on the main community elements and value creation practices in the communities as well as on brand trust and brand loyalty. A survey based empirical study wit...
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the aim of this study was to identify the model of the effect of brand communities based on social media on value creation practices, brand trust and brand loyalty. the statistical population consisted of all members of sport brand communities of social media in mazandaran province and 115 subjects were selected as the sample. for data collection, brand communities (laroche et al., 2012) questi...
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ژورنال
عنوان ژورنال: Psychology & Marketing
سال: 2019
ISSN: 0742-6046,1520-6793
DOI: 10.1002/mar.21273