Crowdsourcing and brand control
Year of publication: |
March-April 2017
|
---|---|
Authors: | Bal, Anjali S. ; Weidner, Kelly ; Hanna, Richard ; Mills, Adam J. |
Published in: |
Business horizons. - Amsterdam : Elsevier, ISSN 0007-6813, ZDB-ID 222663-7. - Vol. 60.2017, 2, p. 219-228
|
Subject: | Crowdsourcing | Marketing strategy | Brand community | Consumer engagement | Brand culture | Markenführung | Brand management | Konsumentenverhalten | Consumer behaviour | Social Web | Social web | Marketingmanagement | Marketing management | Markenartikel | Brand | Markenimage | Brand image | Beziehungsmarketing | Relationship marketing |
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