Promoting consumer's participation in virtual brand communities : a new paradigm in branding strategy
Luis V. Casaló, Carlos Flavián and Miguel Guinalíu
| Year of publication: |
2008
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|---|---|
| Authors: | Casaló, Luis V. ; Flavián Blanco, Carlos ; Guinalíu, Miguel |
| Published in: |
Journal of marketing communications. - Abingdon : Taylor & Francis, ISSN 1352-7266, ZDB-ID 1317851-9. - Vol. 14.2008, 1, p. 19-36
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| Subject: | Markenführung | Brand management | Social Web | Social web | Konsumentenverhalten | Consumer behaviour | Vertrauen | Confidence | Spanien | Spain |
| Extent: | graph. Darst. |
|---|---|
| Type of publication: | Article |
| Type of publication (narrower categories): | Aufsatz in Zeitschrift ; Article in journal |
| Language: | English |
| Source: | ECONIS - Online Catalogue of the ZBW |
Persistent link: https://www.econbiz.de/10003737754