Online brand community practices and the construction of brand legitimacy
Year of publication: |
December 2017
|
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Authors: | Hakala, Henri ; Niemi, Laura ; Kohtamäli, Marko |
Published in: |
Marketing theory. - London [u.a.] : Sage, ISSN 1470-5931, ZDB-ID 2201540-1. - Vol. 17.2017, 4, p. 537-558
|
Subject: | Legitimacy | legitimization practice | online brand community | practice theory | social media | Social Web | Social web | Markenführung | Brand management | Online-Marketing | Internet marketing | Legitimität | Arbeitsgruppe | Team | Konsumentenverhalten | Consumer behaviour |
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