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 contributionpeer-review

    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

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