The impact of influencer marketing on perception and experience of unknown, weak and strong brands
Julia Pitz, Dr. Isabelle Köhler, Prof. Dr. Franz-Rudolf Esch
| Year of publication: |
Dezember 2018
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|---|---|
| Authors: | Pitz, Julia ; Köhler, Isabelle ; Esch, Franz-Rudolf |
| Published in: |
Transfer, Werbeforschung & Praxis : Zeitschrift für Werbung, Kommunikation und Markenführung. - Hamburg : New-Business-Verl., ISSN 1436-798X, ZDB-ID 1473197-6. - Vol. 64.2018, 4, p. 14-24
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| Subject: | Influencer marketing | brand strength | brand perception | brand experience | Markenartikel | Brand | Markenführung | Brand management | Konsumentenverhalten | Consumer behaviour | Influencer | Marketing | Markenimage | Brand image | Wahrnehmung | Perception |
| Type of publication: | Article |
|---|---|
| Type of publication (narrower categories): | Aufsatz in Zeitschrift ; Article in journal |
| Language: | English |
| Notes: | Zusammenfassung in deutscher Sprache |
| Source: | ECONIS - Online Catalogue of the ZBW |
Persistent link: https://www.econbiz.de/10011961756