Antecedents and consequences of the quality of e-customer-to-customer interactions in B2B brand communities
M Bruhn, S Schnebelen, D Schäfer - Industrial Marketing Management, 2014 - Elsevier
Abstract The opportunities that interactions in business-to-business (B2B) brand
communities offer companies as well as brand community members have already been
recognized by B2B firms, but are still an underexplored field of B2B academic marketing
research. To provide a first step in analyzing B2B brand communities, we develop a
conceptual framework of the quality of customer-to-customer (C2C) interactions in B2B ...
communities offer companies as well as brand community members have already been
recognized by B2B firms, but are still an underexplored field of B2B academic marketing
research. To provide a first step in analyzing B2B brand communities, we develop a
conceptual framework of the quality of customer-to-customer (C2C) interactions in B2B ...