TY  - JOUR 
AU  - Martínez López, Francisco José
PY  - 2021
UR  - http://hdl.handle.net/10481/68652
AB  - The purpose of this study is to analyze the effects of online brand community (OBC) engagement on strategic aspects for the brand supporting the community. A total of 628 valid responses were collected through a self-administered questionnaire. The...
LA  - eng
PB  - MDPI
KW  - Online brand community
KW  - Engagement
KW  - Participation
KW  - Co-creation
KW  - Positive WOM
TI  - The Role of Online Brand Community Engagement on the Consumer–Brand Relationship
DO  - 10.3390/su13073679
ER  -