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~subject:"Beziehungsmarketing"
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Beziehungsmarketing
Brand management
7
Markenführung
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Anti-branding activities
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Brand dilution
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Brand ownership and consumer rights
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Brandjacking
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Cluster analysis
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Confetto, Maria Giovanna
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Lee, Michael S. W.
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Siano, Alfonso
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Vollero, Agostino
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The journal of product & brand management
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ECONIS (ZBW)
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Redefining brand hijacking from a non-collaborative brand co-creation perspective
Siano, Alfonso
;
Confetto, Maria Giovanna
;
Vollero, Agostino
- In:
The journal of product & brand management
31
(
2022
)
1
,
pp. 110-126
Persistent link: https://www.econbiz.de/10012798137
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2
Taking a bite out of Apple : jailbreaking and the confluence of brand loyalty, consumer resistance and the co-creation of value
Lee, Michael S. W.
;
Soon, Ian
- In:
The journal of product & brand management
26
(
2017
)
4
,
pp. 351-364
Persistent link: https://www.econbiz.de/10011777356
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