Does crowdsourcing necessarily lead to brand engagement? : the role of crowdsourcing cues and relationship norms on customer-brand relationships
Márcia Maurer Herter, Saleh Shuqair, Diego Costa Pinto, Anna S. Mattila and Paola Zandonai Pontin
| Year of publication: |
2023
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|---|---|
| Authors: | Herter, Márcia Maurer ; Shuqair, Saleh ; Pinto, Diego Costa ; Mattila, Anna S. ; Zandonai Pontin, Paola |
| Published in: |
The journal of product & brand management. - Bingley : Emerald, ISSN 2054-1643, ZDB-ID 2020682-3. - Vol. 32.2023, 7, p. 988-1004
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| Subject: | Brand engagement | Crowdsourcing | Firm-generated innovation | Relationship norms | Self-brand connection | Konsumentenverhalten | Consumer behaviour | Beziehungsmarketing | Relationship marketing | Markenführung | Brand management | Markenartikel | Brand | Lieferantenmanagement | Supplier relationship management | Social Web | Social web |
Online Resource
| Type of publication: | Article |
|---|---|
| Type of publication (narrower categories): | Aufsatz in Zeitschrift ; Article in journal |
| Language: | English |
| Other identifiers: | 10.1108/JPBM-06-2022-4020 [DOI] |
| Source: | ECONIS - Online Catalogue of the ZBW |
Persistent link: https://www.econbiz.de/10014334390