Year: 2020
Type: article
Abstract: The aim of this study is to explore the antecedents and consequences of people’s intention to join the brand community. Nowdays, brand community has become a new marketing channel for marketers to enter the market. This exploratory research conducted with Qualitative methods with ethnography approach and some motorbike clubs as the participant. This research found a new concept of behavioral models in brand community and it can be use for behavioral sciences studies especially in consumer behavior.
Source: JURNAL MANEKSI
DOI: 10.31959/jm.v9i1.405
Authors: Pramatatya Resindra Widya, Aloysius Hari Kristianto, Jimmi Jimmi
Institution: Institut Shanti Bhuana
Language: English
Subfield: Marketing
Domain: Social Sciences
Open Access status: diamond
OpenAlex ID: W3044038017