Attitudinal Mechanisms in ‘Dual Identity’ Online Brand Communities: An Empirical Investigation

ÖZKAN YILDIRIM S., ALTINIŞIK S.

33rd EBES Conference, Madrid, Spain, 7 - 09 October 2020, (Full Text)

  • Publication Type: Conference Paper / Full Text
  • City: Madrid
  • Country: Spain
  • Middle East Technical University Affiliated: Yes