The influence of belonging to virtual brand communities on consumers' affective commitment, satisfaction and word-of-mouth advertising: The ZARA case

Abstract

Purpose – This paper aims to explore some of the effects of belonging to a virtual brand community on consumer behaviour. It also proposes the concept of belonging as a three-dimensional construct. Design/methodology/approach – The paper proposes that belonging to a virtual community has positive effects on consumer satisfaction, affective commitment and… (More)
DOI: 10.1108/14684521111161918

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