The effect of consumer-to-consumer interactions on idea generation in virtual brand community relationships

Technovation

Volumn 30, Issue 11-12, 2010, Pages 570-581

  Wu, Sou Chin ^a   Fang, Wenchang ^b  

^a CHIHLEE INSTITUTE OF TECHNOLOGY   (Taiwan)

^b NATIONAL TAIPEI UNIVERSITY   (Taiwan)

Author keywords

Brand knowledge; Consumer to consumer interaction; Human capital; Idea generation

Indexed keywords

ANALYSIS OF DATA; BRAND KNOWLEDGE; CONSUMER-TO-CONSUMER INTERACTIONS; EMPIRICAL RESEARCH; HUMAN CAPITALS; IDEA GENERATION; INNOVATIVE IDEAS; MEDIATING EFFECT; MODERATING EFFECT; VIRTUAL BRAND COMMUNITIES;

REGRESSION ANALYSIS;

EID: 77957368743     PISSN: 01664972     EISSN: None     Source Type: Journal    
DOI: 10.1016/j.technovation.2010.07.005     Document Type: Article

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