Brand Loyalty Intention Among Members of a Virtual Brand Community: The Dual Role of Commitment

K. Raies (kraies@em-lyon.com) and Marie-Laure Gavard-Perret (marie-laure.gavard-perret@univ-grenoble-alpes.fr)
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K. Raies: CERAG - Centre d'études et de recherches appliquées à la gestion - UPMF - Université Pierre Mendès France - Grenoble 2 - CNRS - Centre National de la Recherche Scientifique
Marie-Laure Gavard-Perret: CERAG - Centre d'études et de recherches appliquées à la gestion - UPMF - Université Pierre Mendès France - Grenoble 2 - CNRS - Centre National de la Recherche Scientifique

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Keywords: Brand Loyalty Intention Among Members; Virtual Brand Community; The Dual Role of Commitment (search for similar items in EconPapers)
Date: 2012-05-16
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Published in Academy of Marketing Science Word Congress AMS, May 2012, New Orleans, United States

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Persistent link: https://EconPapers.repec.org/RePEc:hal:journl:halshs-00755823

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