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Search: subject:"Brandjacking"
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Brandjacking
2
Anti-branding
1
Beziehungsmarketing
1
Brand
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Brand co-creation
1
Brand hijacking
1
Brand image
1
Brand management
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Customer integration
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Delphi
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Kundenintegration
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Markenartikel
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Markenführung
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Markenimage
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Non-collaborative brand co-creation
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Relationship marketing
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brand activism
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hierarchical multiple regression analyses
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mockery
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the Streisand effect
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Confetto, Maria Giovanna
1
Covucci, Claudia
1
Siano, Alfonso
1
Thota, Sweta Chaturvedi
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Vollero, Agostino
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International journal of advertising : the review of marketing communications
1
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
What is
brandjacking
? : origin, conceptualization and effects of perceived dimensions of truth, mockery and offensiveness
Thota, Sweta Chaturvedi
- In:
International journal of advertising : the review of …
40
(
2021
)
2
,
pp. 292-310
Persistent link: https://www.econbiz.de/10012498550
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