Exploring positively- versus negatively-valenced brand engagement: A conceptual model

Journal of Product and Brand Management

Volumn 23, Issue 1, 2014, Pages 62-74

  Hollebeek, Linda D ^a   Chen, Tom ^b  

^a UNIVERSITY OF WAIKATO   (New Zealand)

^b UNIVERSITY OF NEWCASTLE   (Australia)

Author keywords

Brand engagement; Conceptual model; Netnography

Indexed keywords

EID: 84897095131     PISSN: 10610421     EISSN: None     Source Type: Journal    
DOI: 10.1108/JPBM-06-2013-0332     Document Type: Article

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