Transforming consumers into brands : tracing transformation processes of the practice of blogging
Year of publication: |
August 2018
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Authors: | Erz, Antonia ; Christensen, Anna-Bertha Heeris |
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. 43.2018, p. 69-82
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Subject: | Blogs | Transformation | Consumer identity | Self-presentation | Human brands | Systemtransformation | Economic transition | Konsumentenverhalten | Consumer behaviour | Markenführung | Brand management | Web 2.0-Technologien | Web 2.0 technologies | Social Web | Social web | Persönlichkeitspsychologie | Personality psychology | Markenartikel | Brand | Beziehungsmarketing | Relationship marketing | Markenimage | Brand image |
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