From brand control to brand co-creation : an integrated framework of brand paradigms and emerging brand perspectives
Alfonso Siano, Agostino Vollero, Alessandra Bertolini
| Year of publication: |
2022
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|---|---|
| Authors: | Siano, Alfonso ; Vollero, Agostino ; Bertolini, Alessandra |
| Published in: |
Journal of business research : JBR. - New York, NY : Elsevier, ISSN 0148-2963, ZDB-ID 189773-1. - Vol. 152.2022, p. 372-386
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| Subject: | Brand co-creation | Brand control | Brand hijacking | Negotiated brand | Open-source brand | Paradigm shift | Markenartikel | Brand | Markenführung | Brand management | Konsumentenverhalten | Consumer behaviour | Marketingmanagement | Marketing management | Markenimage | Brand image |
| Type of publication: | Article |
|---|---|
| Type of publication (narrower categories): | Aufsatz in Zeitschrift ; Article in journal |
| Language: | English |
| Other identifiers: | 10.1016/j.jbusres.2022.08.001 [DOI] |
| Source: | ECONIS - Online Catalogue of the ZBW |
Persistent link: https://www.econbiz.de/10013493992