the aim of this study is to propose a social identity approach to consumer-brand affective relationships in online network-based communities by integrating social identity theory, experiential engagement and brand love literature. Specifically, this study develops a conceptual model in which social-interactive engagement influences social identity directly and brand love indirectly through the mediating effect of social identity.
The role of social-interactive engagement and social identity in the development of brand love through facebook fan page / Vernuccio, Maria; M., Pagani; Barbarossa, Camilla; Pastore, Alberto. - ELETTRONICO. - (2014), pp. 1-1. (Intervento presentato al convegno Academy of Marketing Science (AMS) Annual Conference tenutosi a Indianapolis, US nel 21-23 Maggio).
The role of social-interactive engagement and social identity in the development of brand love through facebook fan page
VERNUCCIO, Maria;BARBAROSSA, CAMILLA;PASTORE, Alberto
2014
Abstract
the aim of this study is to propose a social identity approach to consumer-brand affective relationships in online network-based communities by integrating social identity theory, experiential engagement and brand love literature. Specifically, this study develops a conceptual model in which social-interactive engagement influences social identity directly and brand love indirectly through the mediating effect of social identity.I documenti in IRIS sono protetti da copyright e tutti i diritti sono riservati, salvo diversa indicazione.
