Browsing by Author "GUOLING ZHANG"

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    THE INFLUENCE OF ONLINE BRAND COMMUNITY IDENTITY AND BRAND COMMUNITY TRUST ON CUSTOMER LOYALTY-- BASED ON MEDIATION EFFECTS OF CUSTOMERS’ PARTICIPATION AND CUSTOMERS’ CO-CREATED VALUE 

    GUOLING ZHANG; GUOLING ZHANG; Zhongwu Li; Zhongwu Li; National Institute of Development Administration. International College,; Zhongwu Li; Zhongwu Li (National Institute of Development Administration, 7/1/2023)

    With the spread of mobile communication equipment and the rapid development of the Internet economy, consumers are increasingly choosing to make purchasing decisions through the information provided by the Internet. As a result, more enterprises are accelerating their online business transformation, and more and more enterprises are joining the wave of online brand community building to maintain brand-customer relationships, help enterprises manage consumer relationships and maintain customer loyalty. As a result, the online business of the ...