How a corporate influencer co-creates brand meaning : the case of Pawel Dillinger from Deutsche Telekom
Andreas Hesse, Holger J. Schmidt, Carsten Baumgarth
| Year of publication: |
2021
|
|---|---|
| Authors: | Hesse, Andreas ; Schmidt, Holger J. ; Baumgarth, Carsten |
| Subject: | Brand management | Corporate influencer | Brand ambassador | Internal branding | Corporate brand | Co-creation | Markenführung | Kundenintegration | Customer integration | Markenarchitektur | Brand architecture | Markenartikel | Brand | Firmenimage | Corporate reputation | Deutschland | Germany | Marketingmanagement | Marketing management |
Online Resource
| Type of publication: | Article |
|---|---|
| Type of publication (narrower categories): | Aufsatz in Zeitschrift ; Article in journal |
| Language: | English |
| Other identifiers: | 10.1057/s41299-020-00103-3 [DOI] |
| Source: | ECONIS - Online Catalogue of the ZBW |
Persistent link: https://www.econbiz.de/10012666292