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Research papers

How does a virtual brand community emerge?

This paper focuses on the analysis of the emergence process of online brand communities. It proposes a definition of the concept of brand community that solves some of the problems encountered with main earlier definitions.Based on a netnographic...

Catalogue: ESOMAR Conference on Marketing 2004
Authors: Abdelmajid Amine, Lionel Sitz
October 10, 2004
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Citation

Amine and Sitz (2004a, October 10). How does a virtual brand community emerge?. ANA - ESOMAR. Retrieved May 04, 2024, from


https://ana.esomar.org/documents/how-does-a-virtual-brand-community-emerge-