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Einzigartigkeit von Konsumenten und Marken: eine Symbiose der Eigenschaften

Franck, Anja - 2017

Persistent link: https://www.econbiz.de/10011987948

Brand value creation versus destruction : the relationship between consumers, marketers, and financiers

Paranque, Bernard; Cova, Bernard - In: Finance reconsidered : new perspectives for a …, (pp. 245-261). 2016

Persistent link: https://www.econbiz.de/10011543064

Examining the efficacy of brand social media communication : a consumer perspective

Dwivedi, Abhishek; McDonald, Robert E. - In: Journal of marketing theory and practice : JMTP 28 (2020) 4, pp. 373-386

Persistent link: https://www.econbiz.de/10012483474

Rising to the top : social media (macro) influencers and the democratized brand capital of entertainment, interaction, and disclosure

Landsberger, Alexa; Martinez, Amanda R. - In: Research perspectives on social media influencers and …, (pp. 23-43). 2021

Persistent link: https://www.econbiz.de/10014227200

User-Generated Content and its Impact on Branding : How Users and Communities Create and Manage Brands in Social Media

Dennhardt, Severin - 2014

The emergence of social media as one of the driving forces of consumers’ online experiences today also challenges our current understanding on marketing and brand management. The effects of brands’ social media involvement are to this day uncertain. Severin Dennhardt shows that social media...