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Firms have had little guidance on the impact that brand community and product category community participation have on consumer-to-consumer (C2C) helping, but this research demonstrates that brand community participation increases helping toward fellow co

Firms have had little guidance on the impact that brand community and product category community participation have on consumer-to-consumer (C2C) helping, but this research demonstrates that brand community participation increases helping toward fellow co - Journal of Marketing Research 2016 - 53:2

April

Subjects--Topical Terms: --Marketing.

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Firms have had little guidance on the impact that brand community and product category community participation have on consumer-to-consumer (C2C) helping, but this research demonstrates that brand community participation increases helping toward fellow co

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