Designing mobile brand communities: Concept and empirical illustration

Journal of Organizational Computing and Electronic Commerce

Volumn 16, Issue 3-4, 2006, Pages 301-323

  Prykop, Catja ^a   Heitmann, Mark ^a  

^a UNIVERSITY OF ST GALLEN   (Switzerland)

Author keywords

Brand communities; Consumer cognition; Consumer value; Means end chains; Mobile communities; Online communities

Indexed keywords

EID: 33845969471     PISSN: 10919392     EISSN: None     Source Type: Journal    
DOI: 10.1207/s15327744joce1603&4_8     Document Type: Article

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