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dc.contributor.authorThorbjørnsen, Helge
dc.contributor.authorSupphellen, Magne
dc.contributor.authorNysveen, Herbjørn
dc.contributor.authorPedersen, Per Egil
dc.date.accessioned2015-09-08T12:11:10Z
dc.date.accessioned2015-09-21T08:12:13Z
dc.date.available2015-09-08T12:11:10Z
dc.date.available2015-09-21T08:12:13Z
dc.date.issued2002
dc.identifier.citationJournal of Interactive Marketing 2002, 16(3)
dc.identifier.issn1520-6653
dc.identifier.urihttp://hdl.handle.net/11250/300816
dc.description-
dc.description.abstractDue to its potential for interactive communication, the Internet is considered a promising tool for relationship marketing. In this study, two of the most common applications for interactive communication - personalized websites and customer communities - were experimentally compared for their ability to develop consumer-brand relationships as measured by the Brand Relationship Quality (BRQ) framework of Fournier (1998). Moreover, the moderating role of Internet experience was investigated.
dc.language.isonob
dc.titleBuilding Brand Relationships Online: A Comparison of Two Interactive Applications
dc.title.alternativeBuilding Brand Relationships Online: A Comparison of Two Interactive Applications
dc.typeJournal article
dc.date.updated2015-09-08T12:11:10Z
dc.identifier.cristin702619


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