New Consumer Role in Brand Community: From Attractiveness to an Active Member and Embedded Learning

Rudiger Hans Kaufmann, Sandra Maria Correia Loureiro, Gianpaolo Basile, Demetris Vrontis

Research output: Chapter in Book/Report/Conference proceedingConference contribution

Original languageEnglish
Title of host publication3 rd Annual Conference of the EuroMed Academy of Business, Business Development across Countries and Cultures
Place of PublicationNicosia, Cyprus
Publication statusPublished - 4 Nov 2010

Cite this

Kaufmann, R. H., Correia Loureiro, S. M., Basile, G., & Vrontis, D. (2010). New Consumer Role in Brand Community: From Attractiveness to an Active Member and Embedded Learning. In 3 rd Annual Conference of the EuroMed Academy of Business, Business Development across Countries and Cultures