The psychological mechanism of brand co-creation engagement
Sara H. Hsieh & Aihwa Chang
| Year of publication: |
February 2016
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|---|---|
| Authors: | Hsieh, Sara H. ; Chang, Aihwa |
| Published in: |
Journal of interactive marketing : a quarterly publication from the Direct Marketing Educational Foundation. - Thousand Oaks, CA : SAGE Publishing, ISSN 1094-9968, ZDB-ID 1424950-9. - Vol. 33.2016, p. 13-26
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| Subject: | Brand co-creation | Engagement | Motivation | Brand relationship | Brand contest | Markenführung | Brand management | Beziehungsmarketing | Relationship marketing | Kundenintegration | Customer integration | Markenartikel | Brand | Konsumentenverhalten | Consumer behaviour |
| Type of publication: | Article |
|---|---|
| Type of publication (narrower categories): | Aufsatz in Zeitschrift ; Article in journal |
| Language: | English |
| Other identifiers: | 10.1016/j.intmar.2015.10.001 [DOI] |
| Source: | ECONIS - Online Catalogue of the ZBW |
Persistent link: https://www.econbiz.de/10011482775