Understanding the consumers’ multi-competing brand community engagement: A mix method approach

Participating in multiple competing brand communities simultaneously is common for consumers, which brings challenges for companies to manage brand communities and build strong brand-consumer relationships. Although previous studies have widely examined the drivers and outcomes of consumers' en...

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Bibliographic Details
Published in:Frontiers in psychology 2023-02, Vol.13, p.1088619
Main Authors: He, Kai, Liao, Junyun, Li, Fengyan, Sun, Hongguang
Format: Article
Language:English
Subjects:
brand community
brand community-swinging
competing brand communities
consumer knowledge
consumer motivation
netnography
Psychology
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