Firm-hosted online brand communities and new product success

Evaluating Structural Equation Models with Unobservable Variables and Measurement Error

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Harvard business review

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Judith Lynne Zaichkowsky · Journal of Consumer Research · 1985 · 5.9K citations

Social Sciences, Marketing, Social Psychology +11

Brand Community

Albert M. Muñiz, Thomas C. O’Guinn · Journal of Consumer Research · 2001 · 3.9K citations

Business, Marketing, Sociology +13