Confos, Nicolla; Davis, Teresa - In: European Journal of Marketing 50 (2016) 11, pp. 1993-2017
between young consumers and brands at an interactive, direct and social level not seen in traditional media. Categories of … online environment are creating conditions that appeal to young consumers, fostering new ways to build brand relationships … strategy, but not the young consumers’ response to such branding strategies (a limitation). Originality/value This study …