Reaching for customer centricity : wine brand positioning configurations
Year of publication: |
2021
|
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Authors: | Dressler, Marc ; Paunović, Ivan |
Published in: |
Journal of open innovation : technology, market, and complexity. - Basel : MDPI, ISSN 2199-8531, ZDB-ID 2832108-X. - Vol. 7.2021, 2, Art.-No. 139, p. 1-21
|
Subject: | open innovation | web scraping | wine branding | wine marketing | digital marketing;netnography | grounded theory | classification | online communication | brand identity | brand personality | brand image | Markenimage | Brand image | Markenführung | Brand management | Wein | Wine | Online-Marketing | Internet marketing | Weinbau | Wine industry | Social Web | Social web | Marketingmanagement | Marketing management | Konsumentenverhalten | Consumer behaviour | Beziehungsmarketing | Relationship marketing | Markenartikel | Brand |
Type of publication: | Article |
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Type of publication (narrower categories): | Aufsatz in Zeitschrift ; Article in journal |
Language: | English |
Other identifiers: | 10.3390/joitmc7020139 [DOI] hdl:10419/241724 [Handle] |
Source: | ECONIS - Online Catalogue of the ZBW |
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