The Mediating Role of Online Brand Community Commitment in the Relationship Between Online Brand Community Value Co-creation and Brand Loyalty
In today’s competitive markets, companies are increasingly using online brand communities as marketing tools. In order to maintain loyal customers, companies are trying to co-create values between themselves and in particular their customers in these communities. The purpose of this survey is to exp...
| Main Authors: | , |
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| Format: | Article |
| Language: | fas |
| Published: |
Allameh Tabataba'i University Press
2019-03-01
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| Series: | مطالعات مدیریت کسب و کار هوشمند |
| Subjects: | |
| Online Access: | https://ims.atu.ac.ir/article_9705_c7d68c0ce8ecad1817370b953665562b.pdf |