How Brand Communities Contribute to Brands : The Moderating Role of Perceived Community-Brand Similarities

Research output: Conference PapersRGC 32 - Refereed conference paper (without host publication)peer-review

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Detail(s)

Original languageEnglish
Pages161-181
Publication statusPublished - 21 Aug 2010

Conference

Title2010 annual conference of Journal of Marketing Science
PlaceChina
CityBeijing
Period21 - 22 August 2010

Citation Format(s)

How Brand Communities Contribute to Brands: The Moderating Role of Perceived Community-Brand Similarities. / Zhou, Zhimin; SU, Chenting; Zhou, Nan.
2010. 161-181 Paper presented at 2010 annual conference of Journal of Marketing Science, Beijing, China.

Research output: Conference PapersRGC 32 - Refereed conference paper (without host publication)peer-review