Presi, Caterina; Maehle, Natalia; Kleppe, Ingeborg Astrid - In: European Journal of Marketing 50 (2016) 9/10, pp. 1814-1834
Purpose The purpose of this paper is to explore the brand selfie phenomenon on two different levels. On the level of … consumer brand experiences, the focus is on how brand selfie practices add new features to brand experiences and consumer … typology of brand selfie assemblages showing how consumers contribute to the visual production and consumption of brand …
