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Online brand communities: Value creating capabi... 3954894122 Book Cover

Online brand communities: Value creating capabi...

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Edition Description

Abstract This dissertation examines how online brand communities create value through social practices. Building on the work of Schau et al. (2009) this study utilizes a netnographic approach and qualitatively investigates how Facebook brand Fan Pages are employed as brand community...

Edition Details
Format:Paperback
Language:English
ISBN:3954894122
Format: Paperback
Condition:
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