Improvement in Customer Experience Through the Creation of Virtual Brand Communities
Purpose – The paper aims to examine the principles of creating customer experience and analyze a novel application of such principles in virtual brand communities (VBC). The Glossier brand has been chosen for the case study of creating the VBC. Design/methodology/approach – The study employs quant...
| Main Authors: | , , |
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| Format: | Article |
| Language: | English |
| Published: |
Faculty of Economics & Business, Zagreb, CROMAR (Croatian Union of Marketing Associations)
2022-01-01
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| Series: | Tržište |
| Subjects: | |
| Online Access: | https://hrcak.srce.hr/file/405600 |