The nature of company image management and the use of brand personality in the social network environment : shifts toward consumer control
Year of publication: |
2013
|
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Authors: | Becker, Kip ; Nobre, Helena |
Published in: |
Innovative business practices : prevailing a turbulent era. - Newcastle upon Tyne, UK : Cambridge Scholars Publishing, ISBN 1-4438-4604-X. - 2013, p. 211-231
|
Subject: | Markenimage | Brand image | Konsumentenverhalten | Consumer behaviour | Soziales Netzwerk | Social network | Markenführung | Brand management | Social Web | Social web |
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