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

Samuel A Spralls III

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

Marketing & Hospitality Services Administration

Research output: Contribution to conference › Paper › peer-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 language	English
State	Published - Nov 5 2014
Event	Society for Marketing Advances 2014 - New Orleans, LA Duration: Nov 5 2014 → Nov 5 2014

Conference

Conference	Society for Marketing Advances 2014
Period	11/5/14 → 11/5/14

Cite this

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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.",

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AB - 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.

M3 - Paper

Y2 - 5 November 2014 through 5 November 2014

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

Abstract

Conference

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