Marleen Relling

University of Hamburg - Institute for Marketing and Media

Welckerstrasse 8

Hamburg, 20354

Germany

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Scholarly Papers (1)

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Community Members’ Perception of Brand Community Character: Construction and Validation of a New Scale

Journal of Interactive Marketing, Vol. 36, pp. 107-120, 2016
Posted: 13 Jun 2017
University of Hamburg - Institute for Marketing and Media, University of Hamburg, Hamburg University of Technology (TUHH), University of Hamburg and University of Hamburg - Institute for Marketing and Media

Abstract:

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Brand community, Brand loyalty, Community loyalty, Perception of brand community character, Scale development