Consumer engagement in online brand communities: a solicitation of congruity theory
作者： Jamid Ul Islam , Zillur Rahman , Linda D. Hollebeek
DOI: 10.1108/INTR-09-2016-0279
关键词: Computer-assisted web interviewing 、 Brand loyalty 、 Social psychology 、 Social media marketing 、 Structural equation modeling 、 Consumer engagement 、 Psychology
摘要: … , we explore the role of self-brand image and value congruity on consumer engagement, and … Highlighting the key role of consumers’ individual identity, congruity theory represents a …
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