Τίτλος σε άλλη γλώσσα: Ψηφιακη εμπειρια μαρκας της Nike [Αγγλική] Ημερομηνία: 02-09-2017 [2017-09-02] Συγγραφέας: Melachroinos, Evangelos Σχολή: Σχολή Κοινωνικών Επιστημών Τμήμα: Διοίκηση Επιχειρήσεων (MBA) Περίληψη (Abstract): In this dissertation, we aim to revisit the brand experience construct presented by academia, for the Nike brand case study, which best describes the mechanisms which influence online community participation behavior and satisfaction and their interdependence, according to the marketing literature. Thus, the two research hypotheses relate to how brand experience, as a key construct, is a pred...