Matti Haverila, Caitlin McLaughlin, Kai Haverila, Nashwa Nader
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Brand Community Motives and Engagement: The Impact of Gender
Brand communities are of great interest to marketers, and motivating participation in these communities has been explored from many different perspectives. The current study examined how men and wo...
期刊介绍：
The business world has undergone many changes because of information technology, and the impact of the Internet may cause one of the biggest yet. While many people use the Internet for educational and entertainment purposes, organizations and companies are looking for ways to tie their internal networks to this global network to conduct electronic commerce. While companies have been conducting business electronically with suppliers and customers for many years, conducting online commerce via the Internet offers even greater opportunities for multinational, national, and even small businesses to cut costs, improve efficiency, and reach a global market.
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