The potential danger of negative free publicity for the consumer-brand relationship
Year of publication: |
2012
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Authors: | Tolboom, Maarten ; Bronner, Fred ; Smit, Edith |
Published in: |
Current insights and future trends : [extended versions of papers presented at the 10th ICORIA (International Conference on Research in Advertising), held in Berlin, Germany, in June 2011]. - Wiesbaden : Springer Gabler, ISBN 3-8349-4290-1. - 2012, p. 391-402
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Subject: | Markenartikel | Brand | Marketingmanagement | Marketing management | Beziehungsmarketing | Relationship marketing |
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