Corpus ID: 201666399

Study of Brand Love as Consequence of Virtual Brand Community Engagement

  title={Study of Brand Love as Consequence of Virtual Brand Community Engagement},
  author={Marissa Chantamas and Kriengsin Prasongsukarn},
Brands today face a new challenge as consumers take the communications into their hands using social media to connect more among themselves. The traditional view that consumers are the passive recipients of communications created by marketers is quickly becoming obsolete as consumers form virtual brand communities. As a consequence it is important to develop a new model for understanding consumer behavior in the context of these brand communities, which is an important aspect in the development… Expand
1 Citations
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