A trust-based peer-to-peer digital brand equity (P2P-DBE) model
Year of publication: |
2020
|
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Authors: | Ozbal, Okai ; Duman, Teoman ; Topaloglu, Omer |
Published in: |
Journal of marketing theory and practice : JMTP. - Philadelphia, PA : Routledge, Taylor & Francis Group, ISSN 1944-7175, ZDB-ID 2070142-1. - Vol. 28.2020, 4, p. 497-520
|
Subject: | Markenführung | Brand management | Markenimage | Brand image | Vertrauen | Confidence | Social Web | Social web | Online-Marketing | Internet marketing | Theorie | Theory |
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