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Open access

Research article

First published 2021-1

Impact of Online Crisis Response Strategies on Online Purchase Intention: The Roles of Online Brand Attitude and Brand Perceived Usefulness

Mohamed Habuba Halima, Yongjun Li, Usman Ghani [...]

Sage Open

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 2024-7

Self-branding strategies of online freelancers on Upwork

Dorothy Lee Blyth, Mohammad Hossein Jarrahi, Christoph Lutz [...]

New Media & Society

Retricted access

Research article

First published 2022-10-12

Fueling the passion: The role online brand experiences play in developing harmonious or obsessive brand passion

Chunxiao Chen, Jian Zhang, Xing Bu [...]

Human Systems Management

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 2019-7

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 2025-4

Online brand advocacy for destinations: The role of destination management,experience,and satisfaction

Nilsah Cavdar Aksoy, Nihal Yazici

Journal of Vacation Marketing

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Research article

First published 2021-5

The importance of brands,commitment,and influencers on purchase intent in the context of online relationships

Afsaneh Khodabandeh, Cecilia Lindh

Australasian Marketing Journal

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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

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