On the complexity of managing brand relationships in a social media world
Year of publication: |
2012
|
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Authors: | Leigh, Thomas W. ; Thompson, Scott A. |
Published in: |
Consumer-brand relationships : theory and practice. - London [u.a.] : Routledge, ISBN 0-415-78313-5. - 2012, p. 317-350
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Subject: | Markenartikel | Brand | Konsumentenverhalten | Consumer behaviour | Social Web | Social web |
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