Online brand communities : constructing and co-constructing brand culture
Year of publication: |
June 2016
|
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Authors: | Schembri, Sharon ; Latimer, Lorien |
Published in: |
Journal of marketing management : MM. - Abingdon : Routledge, Taylor & Francis Group, ISSN 0267-257X, ZDB-ID 645971-7. - Vol. 32.2016, 7/8, p. 628-651
|
Subject: | Online brand community | brand culture | netnography | overt observation | constructionism | co-construction | Social Web | Social web | Markenführung | Brand management | Konsumentenverhalten | Consumer behaviour | Markenimage | Brand image |
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