The Role of Brand Experiences in Online Brand Communities: Examining the Effect of Brand Experience on Purchase Intention Through Brand Relationship
Thesis Purpose: To better understand the influence that brand experience in Online Brand Communities (OBCs) has on purchase intention while clarifying the underlying mechanism of such relationship through brand relationship constructs. Moreover, to discover if there is a difference between consumer-run and company-managed OBCs in terms of brand experience. Theoretical perspective: We combined ide
