These two construct antecedents of brand community and its effectiveness is very much relevance in relationship marketing and brand and marketing managers must be focus on theses concepts .
- Coelho, A., Bairrada, C. and Peres, F. (2019), "Brand communities’ relational outcomes, through brand love", Journal of Product & Brand Management, Vol. 28 No. 2, pp. 154-165. https://doi.org/10.1108/JPBM-09-2017-1593.
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