The Impact of Online Brand Community Characteristics on Loyalty with the Mediating Role of Customer Engagement and the Moderation Role of Gender
In this study, considering the moderating role of gender, we have investigated the influence of online brand community (OBC) characteristics on customer’s engagement and brand loyalty. In this way, the mediating effect of engagement and the subsequent effect of customer’s engagement on brand loyalty...
| Main Authors: | , , |
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| Format: | Article |
| Language: | fas |
| Published: |
Allameh Tabataba'i University Press
2019-06-01
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| Series: | مطالعات مدیریت کسب و کار هوشمند |
| Subjects: | |
| Online Access: | https://ims.atu.ac.ir/article_9985_dfb1b2e963faeb69c20ea72373055dab.pdf |