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Retricted access

Research article

First published 2017-12

Online brand community practices and the construction of brand legitimacy

Henri Hakala, Laura Niemi, Marko Kohtamäki

Marketing Theory

Retricted access

Research article

First published 2012-7

Building online brand communities

Anne-Marie Hede, Pamm Kellett

Journal of Vacation Marketing

Open access

Research article

First published 2022-4

Triggers and Consequences of Awe in Online Brand Community

Jianbin Zhao, Zheng Li, Guobao Xiong

Sage Open

Open access

Research article

First published 2013-1

The Effects of Online Brand Communities on Brand Equity in the Luxury Fashion Industry

Stefano Brogi, Armando Calabrese, Domenico Campisi [...]

International Journal of Engineering Business Management

Retricted access

Research article

First published 2019-5

Detecting,Preventing,and Mitigating Online Firestorms in Brand Communities

Dennis Herhausen, Stephan Ludwig, Dhruv Grewal [...]

Journal of Marketing

Retricted access

Research article

First published 2019-7

Brand Authenticity and Brand Attachment: How Online Communities Built on Social Networking Vehicles Moderate the Consumers’ Brand Attachment

Vikas Arya, Hemraj Verma, Deepa Sethi [...]

IIM Kozhikode Society & Management Review

Retricted access

Research article

First published 2025-5

From Affection to Action: The Role of Brand Love in Facilitating Co-creation in Online Brand Communities

Simra Mujahid, Sujata Khandai

Journal of Creating Value

Retricted access

Research article

First published 2018-11

Seriously Engaged Consumers: Navigating between Work and Play in Online Brand Communities

Stefânia Ordovás de Almeida, Daiane Scaraboto, João Pedro dos Santos Fleck [...]

Journal of Interactive Marketing

Open access

Research article

First published 2023

LGBTQ Consumers’ Engagement and Attitudes Toward Online Brand Communities within the Cosmetics Industry

Cassius Coetzee, Marike Venter de Villiers, Tinashe Chuchu

Global Business Review

Open access

Research article

First published 2024-10

Value Co-destruction: The Dark Side of Interactions in Online Brand Communities

Jia Luo, Jiayu Wang, Rui Liu [...]

Sage Open

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