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Export Reference (APA) 
Bilro, R.G., Loureiro, S. M. C. & Guerreiro, J. (2017). Leaving footprints on online brand communities: the role of positive and negative engagement on commitment. The European Marketing Academy Conference - EMAC 2017.
Export Reference (IEEE) 
R. J. Bilro et al.,  "Leaving footprints on online brand communities: the role of positive and negative engagement on commitment", in The European Marketing Academy Conf. - EMAC 2017, Groningen, 2017
Export BibTeX 
@misc{bilro2017_1732203637103,
	author = "Bilro, R.G. and Loureiro, S. M. C. and Guerreiro, J.",
	title = "Leaving footprints on online brand communities: the role of positive and negative engagement on commitment",
	year = "2017",
	url = "https://ciencia.iscte-iul.pt/publications/leaving-footprints-on-online-brand-communities-the-role-of-positive-and-negative-engagement-on/38400?lang=en"
}
Export RIS 
TY  - CPAPER
TI  - Leaving footprints on online brand communities: the role of positive and negative engagement on commitment
T2  - The European Marketing Academy Conference - EMAC 2017
AU  - Bilro, R.G.
AU  - Loureiro, S. M. C.
AU  - Guerreiro, J.
PY  - 2017
CY  - Groningen
UR  - https://ciencia.iscte-iul.pt/publications/leaving-footprints-on-online-brand-communities-the-role-of-positive-and-negative-engagement-on/38400?lang=en
AB  - The aim of the current study is to explore the influence of online brand communities on committing participants to love/hate online brand communities. Three brands are selected to be the focus of the study (Starbucks, Apple, and McDonald’s) and six online brand communities of such brands participate (three fan brand communities or love communities and three anti-brand communities or hate communities). The online questionnaire is fulfilled by 600 members of such communities. Findings reveal the importance of Brand passion, Rewards(hedonic) and Validation to be committed to love brand communities and other three dimensions to be committed to hate brand communities: Brand influence, Helping, and Self-expression.
ER  -