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Brand Community

Albert Muniz, Thomas O'Guinn (2001)

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Building Brand Community

Harold F. Koenig, James H. McAlexander, John W. Schouten (2002)

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What is Interactivity and is it Always Such a Good Thing? Implications of Definition, Person, and Situation for the Influence of Interactivity on Advertising Effectiveness

Yuping Liu, L. J. Shrum (2002)

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Publication date (Print): 2010

Pages: 434-460

DOI: 10.1007/978-3-531-92437-3_18

SO-VID: 5a91270f-677b-4cb0-9ade-1c9a31301cd8

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Most cited references 54

Brand Community

Building Brand Community

What is Interactivity and is it Always Such a Good Thing? Implications of Definition, Person, and Situation for the Influence of Interactivity on Advertising Effectiveness

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