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- W985940485 abstract "Highlights• We propose branded communities as an alternative concept to brand communities.• We study a branded community relating to football operated by a telephone company.• Interest in the topic/community and high community quality lead to community loyalty.• The sponsoring/operating brand benefits from an increase in brand loyalty.• Sport offers a perfect context for deploying branded communities." @default.
- W985940485 created "2016-06-24" @default.
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- W985940485 date "2016-04-01" @default.
- W985940485 modified "2023-09-23" @default.
- W985940485 title "Introducing branded communities in sport for building strong brand relations in social media" @default.
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- W985940485 doi "https://doi.org/10.1016/j.smr.2015.06.001" @default.
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