3 Art�culos

Normative community pressure in brand community: a study of young entrepreneurs community of mandiri bank

Acceso

en l�nea

Lindiawati Lindiawati,Indrianawati Usman,Sri Wahyuni Astuti P�g. 137 - 146

Brand community has been extensively built and developed by either the companies or the customers voluntarily. These two gorups with different perspective hold different purposes. For the companies, brand community is considered an effective marketing st... ver m�s

Revista: Journal of Economics, Business & Accountancy Formato: Electr�nico

Tabla de contenido: Vol: 22 Num: 1 Par: 0 A�o: 2019

Fan Identification, Brand Community Identification, and Oppositional Brand Loyalty towards Sponsors of a Rival Sports Team: The Mediating Role of SchadenfreudeThe Case Study of Selected Sports Team in Tanzania

Acceso

en l�nea

DAVID AMANI P�g. 25 - 40

Empirical evidence confirms that brand loyalty is broadly understood in the context of positive side i.e. supportive loyalty compared to negative side i.e. oppositional loyalty. However, theoretically positive (supportive) loyalty cannot be explained exc... ver m�s

Revista: Journal of Business and Behavioural Entrepreneurship (JOBBE) Formato: Electr�nico

Tabla de contenido: Vol: 3 Num: 2 Par: 0 A�o: 2019

« Anterior P�gina: 1 de 1 Siguiente »