Like is a verb : exploring tie strength and casual brand use effects on brand attitudes and consumer online goal achievement
Year of publication: |
2017
|
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Authors: | Renton, Michelle ; Simmonds, Hamish |
Published in: |
The journal of product & brand management. - Bradford : Emerald, ISSN 1061-0421, ZDB-ID 1216417-3. - Vol. 26.2017, 4, p. 365-374
|
Subject: | Brand attitude | Social media | Qualitative research | Social networks | Tie strength | Social Web | Social web | Konsumentenverhalten | Consumer behaviour | Soziales Netzwerk | Social network | Markenführung | Brand management | Online-Marketing | Internet marketing | Markenimage | Brand image | Markenartikel | Brand |
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