Exploring brand governance in SMEs : does socialisation provide a means to value creation?
Michelle Renton, James E. Richard
| Year of publication: |
2019
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|---|---|
| Authors: | Renton, Michelle ; Richard, James E. |
| Published in: |
The journal of brand management : an international journal. - Basingstoke : Palgrave Macmillan, ISSN 1350-231X, ZDB-ID 2098132-6. - Vol. 26.2019, 4, p. 461-472
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| Subject: | Brand governance | Social media | Brand risk | SME | Brand management | Markenführung | KMU | Social Web | Social web | Betriebliche Wertschöpfung | Value creation | Markenartikel | Brand |
| Type of publication: | Article |
|---|---|
| Type of publication (narrower categories): | Aufsatz in Zeitschrift ; Article in journal |
| Language: | English |
| Other identifiers: | 10.1057/s41262-018-00143-5 [DOI] |
| Source: | ECONIS - Online Catalogue of the ZBW |
Persistent link: https://www.econbiz.de/10012060149