Theoretical Model of Engagement in the Context of Brand Communities

Theoretical Model of Engagement in the Context of Brand Communities

This essay proposes to refine the concept of consumer engagement in the context of brand communities. A comprehensive review of studies addressing the phenomenon of brand community was made. This paper follows the tradition of Marketing Research and Consumer Behavior, more specifically the perspecti...

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Bibliographic Details
Main Authors: Flávia D\u2019albergaria Freitas, Victor Manoel Cunha de Almeida
Format: Article
Language:English
Published: FUCAPE Business School 2017-01-01
Series:BBR: Brazilian Business Review
Subjects:
engagement
participation
brand community
identity
integration
Online Access:http://www.redalyc.org/articulo.oa?id=123049109005
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