Why Social Currency Becomes a Key Driver of a Firm's Brand Equity – Insights from the Automotive Industry
| Year of publication: |
2013
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|---|---|
| Authors: | Lobschat, Lara ; Zinnbauer, Markus A. ; Pallas, Florian ; Joachimsthaler, Erich |
| Published in: |
Long range planning : LRP ; international journal of strategic management. - Oxford : Elsevier, ISSN 0024-6301, ZDB-ID 1609841. - Vol. 46.2013, 1, p. 125-148
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