An empirical investigation into the behavioural aspects of OBC participation for the brand using the commitment-trust theory of relationship marketing
Advancements in information technology have shaped the way customers and organisations interact with one another. Online brand communities (OBCs), especially have found their way into 21st century relationship marketing. While research embraces these OBCs for their cost-efficiency and ability for qu...
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Brunel University
2018
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| Online Access: | https://ethos.bl.uk/OrderDetails.do?uin=uk.bl.ethos.765008 |