‘From customer participation and involvement to brand evangelism: Analysing the mediating role of customer engagement in online brand communities (OBCs)’

MB

Min Prasad Bhandari Teesside University

CB

Charan Bhattarai University of Essex

GM

Gary Mulholland AFG College with University of Aberdeen

Marketing and Retail Developmental Paper Session Paper Attachment

Marketing and Retail Developmental Paper Session

BAM2023 Conference