Brand wars : consumer-brand engagement beyond client-agency fights
Year of publication: |
April 2016
|
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Authors: | Gambetti, Rossella ; Biraghi, Silvia ; Schultz, Don E. ; Graffigna, Guendalina |
Published in: |
Journal of strategic marketing. - Abingdon : Taylor & Francis, ISSN 0965-254X, ZDB-ID 1279794-7. - Vol. 24.2016, 2, p. 90-103
|
Subject: | consumer-brand engagement | consumer-brand encounter | consumer protagonism | client-agency relationship | strategic brand management | relational dynamics | Konsumentenverhalten | Consumer behaviour | Markenführung | Brand management | Beziehungsmarketing | Relationship marketing | Markenartikel | Brand |
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