The dark side of brand-based online communities : the role of culture
Abhishek Behl and Kokil Jain
| Year of publication: |
2023
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|---|---|
| Authors: | Behl, Abhishek ; Jain, Kokil |
| Published in: |
Journal of global marketing. - Philadelphia, PA : Routledge, Taylor & Francis Group, ISSN 1528-6975, ZDB-ID 2068833-7. - Vol. 36.2023, 4, p. 241-244
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| Subject: | brand | culture | Dark side | integrated marketing communications | marketing | online communities | Social Web | Social web | Markenführung | Brand management | Marketingmanagement | Marketing management |
freely available
| Type of publication: | Article |
|---|---|
| Type of publication (narrower categories): | Aufsatz in Zeitschrift ; Article in journal |
| Language: | English |
| Other identifiers: | 10.1080/08911762.2023.2234320 [DOI] |
| Source: | ECONIS - Online Catalogue of the ZBW |
Persistent link: https://www.econbiz.de/10014390268