With a little help from my customers : the influence of customer empowerment on consumers' perceptions of well-established brands
Year of publication: |
August 2017
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Authors: | Meißner, Martin ; Haurand, Michelle D. ; Stummer, Christian |
Published in: |
International journal of innovation management. - Singapore : World Scientific Publ., ISSN 1363-9196, ZDB-ID 1339582-8. - Vol. 21.2017, 6, p. 1750048-1-28
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Subject: | Labelling innovations | empowerment-to-select | empowerment-to-create | well-established brands | technology brands | Konsumentenverhalten | Consumer behaviour | Markenführung | Brand management | Beziehungsmarketing | Relationship marketing | Markenartikel | Brand | Innovation | Markenimage | Brand image |
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