How does a virtual brand community emerge? Some implications for marketing research
Abdelmajid Amine and Lionel Sitz
This article focuses on the analysis of the emergence process of online brand communities. It proposes a definition of the concept of brand community that solves some of the problems encountered with main earlier definitions.
How does a Virtual Brand Community Emerge?
Some Implications for Marketing Research
Abdelmajid AmineIAE Rouen, CREGO, University of Rouen, France.
Lionel SitzUniversity of Paris 12 – ESA, France.
INTRODUCTION
Nowadays, marketing literature largely admits...
