Sanal Marka Topluluklarında Topluluk Üyelerinin Marka ile Özdeşleşme Düzeylerinin Öncülleri ve Sonuçları: Yapısal Bir Model Önerisi(Antecedents and Consequences of Brand Identification in Virtual Brand Communities: A Structural Model)
Nowadays, the firms’ usage of virtual brand communities are increasing in order to develop and strengthen customer-brand relationships. The present study aims to analyze the effects of social presence and social identity level gained by the members of virtual brand communities on brand identificatio...
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| Format: | Article |
| Language: | deu |
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Celal Bayar University
2012-01-01
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| Series: | Yönetim ve Ekonomi |
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| Online Access: | http://www2.bayar.edu.tr/yonetimekonomi/dergi/pdf/C19S22012/197_217.pdf |