Co-creating corporate brand identity with online brand communities : a managerial perspective
Year of publication: |
March 2019
|
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Authors: | Essamri, Azzouz ; McKechnie, Sally ; Winklhofer, Heidi |
Published in: |
Journal of business research : JBR. - New York, NY : Elsevier, ISSN 0148-2963, ZDB-ID 189773-1. - Vol. 96.2019, p. 366-375
|
Subject: | Corporate branding | Brand identity | Co-creation | Online brand communities | Markenführung | Brand management | Social Web | Social web | Markenarchitektur | Brand architecture | Online-Marketing | Internet marketing | Kundenintegration | Customer integration | Konsumentenverhalten | Consumer behaviour | Beziehungsmarketing | Relationship marketing | Markenimage | Brand image | Markenartikel | Brand |
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