IMC in digitally-empowering contexts : the emerging role of negotiated brands
Year of publication: |
2019
|
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Authors: | Vollero, Agostino ; Schultz, Don E. ; Siano, Alfonso |
Published in: |
International journal of advertising : the review of marketing communications. - Abingdon : Routledge, ISSN 1759-3948, ZDB-ID 2067926-9. - Vol. 38.2019, 3, p. 428-449
|
Subject: | consumer empowerment | digital and interactive communication | IMC | negotiated brands | reciprocity | service-dominant logic | Markenführung | Brand management | Marketingmanagement | Marketing management | Konsumentenverhalten | Consumer behaviour | Service-Dominant Logic | Service-dominant logic | Kommunikation | Communication | Verhandlungen | Negotiations | Markenimage | Brand image |
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