@inbook{1e6c2e3146244888a730f43594da2c22,
title = "Virtual World, Real Engagement: Building Brand Attachment Via Hosted Brand Community Online Events",
abstract = "Creating positive brand experiences by interacting with consumers through hosted events in brand-based communities should enhance brand attachment. The important commercial benefits of consumer brand attachment include positive word of mouth (WOM), attitudinal and behavioural loyalty and a greater willingness to pay a premium price (WTPPP). Typically community brand events have purposely excluded marketers{\textquoteright} brand involvement activities (e.g. consumer driven communities on line or in a face-to-face context). Others have taken the form of sponsorship where direct interaction with brand representatives is extremely limited, scripted or non-existent. This research extends the literature related to stimulating brand attachment by investigating brand led community events and unscripted consumer interaction with each other and brands{\textquoteright} representatives.",
keywords = "Behavioural Loyalty, Brand Community, Brand Manager, Community Member, Live Streaming",
author = "Michael Ewer and Roberta Veale and Pascale Quester",
year = "2016",
doi = "10.1007/978-3-319-24184-5_205",
language = "English",
isbn = "9783319241821",
series = "Developments in Marketing Science: Proceedings of the Academy of Marketing Science",
publisher = "Springer Nature",
pages = "845--848",
editor = "Colin Campbell and Ma, {Junzhao Jonathon}",
booktitle = "Looking Forward, Looking Back",
address = "Germany",
note = "2013 Academy of Marketing Science : 16th Biennial World Marketing Congress ; Conference date: 17-07-2013 Through 19-07-2013",
}