Individual Differences in Participations of a Brand Community: A Validation of the Goal-Directed Behavior Model
Previous studies have been neglected the behavior of the owners who are non-members when discussing brand community (BC), even though they are substantially larger. This study purposely discuss what are the differences between the two by using model of goal directed behavior (MGB) and uses the findi...
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| Format: | Article |
| Language: | English |
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Universitas Indonesia
2012-04-01
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| Series: | South East Asian Journal of Management |
| Online Access: | http://journal.ui.ac.id/index.php/tseajm/article/view/1001 |