A Conceptual Model of Virtual Leadership Capability: Toward Leveraging Embedded Brand Communities

Research output: Contribution to conferencePaperpeer-review

Abstract

This paper focuses on brand communities embedded in social network sites (i.e., embedded brand communities). The author theorizes that firms may have an organizational capability related to supporting the growth and development of embedded brand communities.
Original languageEnglish
StatePublished - Nov 5 2014
EventSociety for Marketing Advances 2014 - New Orleans, LA
Duration: Nov 5 2014Nov 5 2014

Conference

ConferenceSociety for Marketing Advances 2014
Period11/5/1411/5/14

Fingerprint

Dive into the research topics of 'A Conceptual Model of Virtual Leadership Capability: Toward Leveraging Embedded Brand Communities'. Together they form a unique fingerprint.

Cite this