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1. 1. The dynamic process of brand negotiation in virtual brand communities in the airline industry - a case study of a full-service carrier, KLM Royal Dutch Airlines

   Master-uppsats, Göteborgs universitet/Graduate School

   Författare :Jing Rong Chang; Corina Choi Magnusson; [2021-07-01]
   Nyckelord :Brand negotiation; virtual brand communities; trust and commitment; actor-network theory; airline industry;

   Sammanfattning : The increasing application of digitalisation and the popular use of social media affect the way brands communicate with their customers. The growing significance of virtual brand communities (VBCs) such as Facebook brand fan pages has led to a change in how brands and consumers interact, thus urging researchers and marketers to look for new perspectives of management within this area. LÄS MER