Empowerment of human brands : brand meaning co-creation on digital engagement platforms
Matthias Anderski, Lars Griebel, Pascal Stegmann, Tim Ströbel
| Year of publication: |
2023
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|---|---|
| Authors: | Anderski, Matthias ; Griebel, Lars ; Stegmann, Pascal ; Ströbel, Tim |
| Published in: |
Journal of business research : JBR. - New York, NY : Elsevier, ISSN 0148-2963, ZDB-ID 189773-1. - Vol. 166.2023, p. 1-13
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| Subject: | Athlete brand | Brand management | Brand meaning co-creation | Human brand | Performances | Performativity theory | Markenführung | Kundenintegration | Customer integration | Beziehungsmarketing | Relationship marketing | Markenartikel | Brand | Social Web | Social web |
| Type of publication: | Article |
|---|---|
| Type of publication (narrower categories): | Aufsatz in Zeitschrift ; Article in journal |
| Language: | English |
| Other identifiers: | 10.1016/j.jbusres.2023.113905 [DOI] |
| Source: | ECONIS - Online Catalogue of the ZBW |
Persistent link: https://www.econbiz.de/10014380319