Brand experiences in physcial and digital contexts : investigating consumer perceptions and its effects on brand outcomes from a brand ambidexterity perspective
Isabelle Köhler
| Year of publication: |
December 2017
|
|---|---|
| Authors: | Köhler, Isabelle |
| Publisher: |
Oestrich-Winkel |
| Subject: | Markenführung | Brand management | Verbrauchereinstellung | Consumer attitudes | Luxusgüter | Luxury goods | Virales Marketing | Viral marketing | Online-Marketing | Internet marketing |
| Description of contents: | Table of Contents [gbv.de] |
| Extent: | XI, 183 pages |
|---|---|
| Type of publication: | Book / Working Paper |
| Type of publication (narrower categories): | Hochschulschrift |
| Language: | English |
| Thesis: | Dissertation, EBS Univeristät für Wirtschaft und Recht, Business School, 2017 |
| Source: | ECONIS - Online Catalogue of the ZBW |
Persistent link: https://www.econbiz.de/10011917952