NDLI: The Creation and Management of Online Brand Communities

Content Provider	Semantic Scholar
Author	Falcone, Paola
Copyright Year	2012
Abstract	Online brand communities are a specific type of virtual community, which gather admirers and consumers of a given brand on the web. Their captivating nature, plus their marketing effectiveness compared to their costs are attracting the interest of both researchers and marketing/brand managers. This chapter intends to identify, describe and analyse the main issues concerning their creation and effective management.
Starting Page	15
Ending Page	28
Page Count	14
File Format	PDF HTM / HTML
DOI	10.4018/978-1-60960-869-9.ch002
Alternate Webpage(s)	https://www.igi-global.com/viewtitlesample.aspx?id=56282&ptid=50526&t=the+creation+and+management+of+online+brand+communities
Alternate Webpage(s)	https://www.igi-global.com/viewtitlesample.aspx?id=107725&ptid=97261&t=the+creation+and+management+of+online+brand+communities
Alternate Webpage(s)	http://www.igi-global.com/viewtitlesample.aspx?id=107725&ptid=97261&t=the+creation+and+management+of+online+brand+communities
Alternate Webpage(s)	https://doi.org/10.4018/978-1-60960-869-9.ch002
Language	English
Access Restriction	Open
Content Type	Text
Resource Type	Article

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