Purpose Understanding customers is critical for service researchers and practitioners.
Today, customers are increasingly active online, and valuable information about their …

Consumer behaviour is more than buying things; it also embraces the study of how having
(or not having) things affects our lives and how possessions influence the way we feel about …

The purpose of this study was to measure consumer identification with several (brand)
communities using a multidimensional psychometric community identity instrument …

The majority of brand community literature deals with the exploration of the nature of brand
communities and the measurement of community effects. However, existing literature on …

The importance of virtual brand communities in social network sites has received increasing
attention from both academia and industry. In surveying a sample of 333 virtual brand …

While marketers increasingly acknowledge the critical role of developing long-term
strategies that enhance the value of the organization, collaborative and co-creation service …

Brand communities have become an important aspect for brand management in social
media. However, many brands have failed to establish a successful online brand …

Originally, human communities were comprised of people who shared a value system and
interpersonal trust (Wiegandt, 2009). The basic motive for belonging to a community has …

This study provides new insights to online consumption communities by questioning the
currently dominant view of communities being structured by subcultural capital and …

Abstract In 2007, Arnold Schwarzenegger received the European Campaigner of the Year
award. Chosen by the readers of European Voice for his work on solving global …