Brand worlds : a guide to creating holistic worlds of brand experiences through communication
Year of publication: |
2022
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Authors: | Diehl, Sandra ; Terlutter, Ralf |
Published in: |
Media and change management : creating a path for new content formats, business models, consumer roles, and business responsibility. - Cham : Springer, ISBN 978-3-030-86679-2. - 2022, p. 169-187
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Subject: | Brand worlds | Brand experience | Brand communication | Multisensual advertising | Intercultural advertising | Markenführung | Brand management | Werbung | Advertising | Markenartikel | Brand | Werbewirkung | Advertising effects | Online-Marketing | Internet marketing | Kommunikation | Communication | Konsumentenverhalten | Consumer behaviour | Markenimage | Brand image |
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