Dynamic brand positioning : a firm-customer synergistic strategy of brand meaning cocreation in a hyperconnected world
Year of publication: |
2022
|
---|---|
Authors: | He, Jiaxun ; Zhang, Fan |
Published in: |
European journal of marketing. - Bradford : Emerald, ISSN 1758-7123, ZDB-ID 2002936-6. - Vol. 56.2022, 10, p. 2774-2803
|
Subject: | Brand meaning cocreation | Brand positioning | Dynamic capability | Hyperconnected world | Marketing strategy | Markenführung | Brand management | Marketingmanagement | Marketing management | Internationales Marketing | International marketing | Markenartikel | Brand | Markenimage | Brand image |
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