The role of Social Media for luxury brands : motives for consumer engagement and opportunities for business
Year of publication: |
2012
|
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Authors: | Jahn, Benedikt ; Kunz, Werner ; Meyer, Anton |
Published in: |
Identitätsbasierte Luxusmarkenführung : Grundlagen - Strategien - Controlling. - Wiesbaden : Springer Gabler, ISBN 3-8349-4059-3. - 2012, p. 221-236
|
Subject: | Markenartikel | Brand | Luxusgüter | Luxury goods | Markenführung | Brand management | Social Web | Social web |
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