Consumers’ Role Performance and Brand Identification: Evidence from a Survey and a Longitudinal Field Experiment

Article

Abstract: Why do some consumers evangelize brands and create value for them even without receiving any direct

Palabras claves:

brand identification, Extra-role behavior, In-role behavior, Online brand community, Self-determination theory

Autores:

Attila Pohlmann, Chen Q., He Y., Lee R.P., Wang Y.

Fuentes:

scopus