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Interplay between intended brand identity and identities in a Nike related brand community : co-existing synergies and tensions in a nested system
Kornum, Niels; Jones, Richard; Al Zagir, Nadia; … - In: Journal of business research : JBR 70 (2017), pp. 432-440
Persistent link: https://www.econbiz.de/10011620564
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Brand Networks as the Interplay of identities, selves, and turtles : commentary on "Interplay between intended brand identity and identities in a Nike related brand community : co-...
Kozinets, Robert V. - In: Journal of business research : JBR 70 (2017), pp. 441-442
Persistent link: https://www.econbiz.de/10011620568