Brand meaning cocreation : toward a conceptualization and research implications
Year of publication: |
2016
|
---|---|
Authors: | Tierney, Kieran D. ; Karpen, Ingo O. ; Westberg, Kate |
Published in: |
Journal of service theory and practice : JSTP. - Bingley : Emerald, ISSN 2055-6225, ZDB-ID 2819789-6. - Vol. 26.2016, 6, p. 911-932
|
Subject: | Branding | Brand management | Brand meaning | Brand meaning cocreation | Cocreation | Markenführung | Marketingtheorie | Marketing theory | Markenartikel | Brand | Markenimage | Brand image |
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