Electronic word-of mouth (eWOM) has attracted considerable interest from researchers in
the past decade. Although the extant research has helped us to develop a good …

This research investigates the intermediate mechanism that translates brand communities
into brand relationships. Using a sample of online brand communities from China, the study …

Purpose The purpose of this paper is to contribute knowledge on the issues and benefits
associated with managing brand presence and relationships through social media. UK …

The co-creation of value is emerging as the new frontier in marketing. Value creation is now
conceptualized as shared by both producers and consumers, making the terminology …

Consumers, acting independently of marketers and advertisers, have started creating and
disseminating documents that strongly resemble, in form and intent, ads for the brands that …

There are studies showing that utilitarian (perceived ease of use and perceived usefulness)
and hedonic (entertainment and aesthetics) attributes of products are two fundamental …

This work calls for a paradigmatic shift from marketing techniques and concepts to markets
as a social construction. Our argument is composed of six facets:(1) revisioning the creation …

In recent years, brand communities have generated considerable interest among both
researchers and marketers. This article presents a conceptual framework of antecedents …

Users' value co-creation behaviors contribute to the prosperity of brand communities as well
as brand performance. This article aims to answer a basic question: are brand community …

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 …