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e-Brand Community Experience and Brand Loyalty
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Topic Article
E-WOM attractiveness, e-brand community trust, e-brand community experience and brand loyalty: a study on XIAOMI electronic brand community in Indonesia
Elia Ardyan • Berta Bekti Retnawati • Naili Farida
Volume 12 Issue 3 · 20 Apr 2018
This study discusses electronic brand community (e-brand community), especially Xiaomi online community in Indonesia. The goals of this research are (1) to analyse…