Brand community participation in Taiwan: Examining the roles of individual-, group-, and relationship-level antecedents

Journal of Business Research

Volumn 65, Issue 5, 2012, Pages 676-684

  Tsai, Hsien Tung ^a   Huang, Heng Chiang ^b   Chiu, Ya Ling ^c  

^a NATIONAL TAIPEI UNIVERSITY   (Taiwan)

^b NATIONAL TAIWAN UNIVERSITY   (Taiwan)

^c MING CHUAN UNIVERSITY   (Taiwan)

Author keywords

Brand community participation; Brand relationship satisfaction; Need for affiliation; Perceived critical mass

Indexed keywords

EID: 84857449999     PISSN: 01482963     EISSN: None     Source Type: Journal    
DOI: 10.1016/j.jbusres.2011.03.011     Document Type: Article

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