Consumer generated brand extensions : definition and response strategies
Year of publication: |
2016
|
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Authors: | Boon, Edward ; Grant, Philip ; Kietzmann, Jan |
Published in: |
The journal of product & brand management. - Bradford : Emerald, ISSN 1061-0421, ZDB-ID 1216417-3. - Vol. 25.2016, 4, p. 337-344
|
Subject: | Innovation | Brand image | Brand extension | Consumer-generated content | Creative consumers | Magic: the Gathering | Konsumentenverhalten | Consumer behaviour | Markentransfer | Markenimage | Markenführung | Brand management | Kreativität | Creativity |
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