Antecedents and consequences of consumers’ online brand-related activities (COBRAs) on social networking sites

Rico Piehler*, Michael Schade, Barbara Kleine-Kalmer, Christoph Burmann

*Corresponding author for this work

Research output: Chapter in Book/Report/Conference proceedingConference abstract

Original languageEnglish
Title of host publicationConnect. Engage. Transform. ANZMAC 2018
Subtitle of host publicationConference Proceedings
EditorsJodie Conduit, Carolin Plewa, Dean Wilkie
Place of PublicationAdelaide
PublisherAustralian and New Zealand Marketing Academy (ANZMAC)
Pages321
Number of pages1
ISBN (Print)9781877040658
Publication statusPublished - 2018
Externally publishedYes
EventAustralia and New Zealand Marketing Academy Conference (ANZMAC 2018): Connect. Engage. Transform. - Adelaide, Australia
Duration: 3 Dec 20185 Dec 2018

Conference

ConferenceAustralia and New Zealand Marketing Academy Conference (ANZMAC 2018)
CountryAustralia
CityAdelaide
Period3/12/185/12/18

Keywords

  • social networking sites
  • brand pages
  • consumer behaviour

Cite this

Piehler, R., Schade, M., Kleine-Kalmer, B., & Burmann, C. (2018). Antecedents and consequences of consumers’ online brand-related activities (COBRAs) on social networking sites. In J. Conduit, C. Plewa, & D. Wilkie (Eds.), Connect. Engage. Transform. ANZMAC 2018: Conference Proceedings (pp. 321). Adelaide: Australian and New Zealand Marketing Academy (ANZMAC).