Brand avatars : impact of social interaction on consumer-brand relationships
Year of publication: |
2022
|
---|---|
Authors: | Foster, Jamye K. ; Andrews MacLelland, Melinda ; Wallace, Lacey K. |
Published in: |
Journal of research in interactive marketing : interactive marketing and computer-mediated communication. - Bingley : Emerald, ISSN 2040-7130, ZDB-ID 2556111-X. - Vol. 16.2022, 2, p. 237-258
|
Subject: | Brand avatar | Brand communication | Consumer–brand relationship | Social interaction | Markenführung | Brand management | Soziale Beziehungen | Social relations | Beziehungsmarketing | Relationship marketing | Konsumentenverhalten | Consumer behaviour | Markenimage | Brand image | Markenartikel | Brand | Social Web | Social web |
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