This book presents and analyzes the concept of online brand communities, an emerging and exciting topic in marketing and eCommerce. First, it lays out the found

An authentic brand community is more than just people buying your product or working alongside one another. This book articulates the critical roles of mutual c

"This book brings together marketing approaches and the application of current technology, such as social networking arenas, to show how this interaction create

This book focuses on building and maintaining brand community in the emerging, dynamic space of social media. A theoretical model encompassing brand characteris

This book explores omnichannel fashion and luxury retailing with a particular emphasis on the role of computer-mediated marketing environments in determining a