Redefining brand hijacking from a non-collaborative brand co-creation perspective
Year of publication: |
2022
|
---|---|
Authors: | Siano, Alfonso ; Confetto, Maria Giovanna ; Vollero, Agostino ; Covucci, Claudia |
Published in: |
The journal of product & brand management. - Bingley : Emerald, ISSN 2054-1643, ZDB-ID 2020682-3. - Vol. 31.2022, 1, p. 110-126
|
Subject: | Anti-branding | Brand co-creation | Brand hijacking | Brand management | Brandjacking | Delphi | Non-collaborative brand co-creation | Markenführung | Markenartikel | Brand | Kundenintegration | Customer integration | Markenimage | Brand image | Beziehungsmarketing | Relationship marketing |
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