Ditemukan 1 dokumen yang sesuai dengan query
Ganendra Satria
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Brand communities and brand tribes have been observed in the marketing literature for decades. However, scholars still debate its basic attributes, making use of these attributes interchangeably without acknowledging the relationships that emanate from the brand community and its potential to develop into a brand tribe. This paper aims to suggest that the brand tribe and brand community have a positive relationship. Looking at the potential of the brand tribe mentioned in the previous study, ...
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Depok: Fakultas Ekonomi dan Bisnis, 2018
S-Pdf
UI - Tugas Akhir Universitas Indonesia Library
