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Online brand community practices and the construction of brand legitimacy
Hakala, Henri; Niemi, Laura; Kohtamäli, Marko - In: Marketing theory 17 (2017) 4, pp. 537-558
Persistent link: https://www.econbiz.de/10011825052
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The impact of social media advertising on brand' legitimacy
Vila-Boix, Lluc; Blanco-González, Alicia; Miotto, Giorgia - In: International entrepreneurship and management journal 20 (2024) 3, pp. 2115-2138
Persistent link: https://www.econbiz.de/10015080629
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Understanding value-creating practices in social media-based brand communities
Sorensen, Anne; Drennan, Judy - In: The service industries journal 37 (2017) 15/16, pp. 986-1007
Persistent link: https://www.econbiz.de/10011848008
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Expanding understanding of brand value co-creation on social media from an S-D logic perspective : introducing structuration theory
Simmons, Geoffrey; Durkin, Mark - In: Marketing theory 23 (2023) 4, pp. 607-629
Persistent link: https://www.econbiz.de/10014631364
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Value creation versus destruction : the relationship between consumers, marketers and financiers
Cova, Bernard; Paranque, Bernard - In: The journal of brand management : an international journal 20 (2012/13) 2, pp. 147-158
Persistent link: https://www.econbiz.de/10009688873
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Co-creating value with consumers through social media
Kao, Tzu-Yi; Yang, Ming-Hsien; Wu, Ji-Tsung Ben; Cheng, … - In: The journal of services marketing 30 (2016) 2, pp. 141-151
Persistent link: https://www.econbiz.de/10011486888
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Brand value co-creation in a digitalized world : an integrative framework and research implications
Ramaswamy, Venkatram; Ozcan, Kerimcan - In: International journal of research in marketing : IJRM ; … 33 (2016) 1, pp. 93-106
Persistent link: https://www.econbiz.de/10011490829
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Value slippage in brand transformation : a conceptualization
Cova, Bernard; Paranque, Bernard - In: The journal of product & brand management 25 (2016) 1, pp. 3-10
Persistent link: https://www.econbiz.de/10011563006
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Millennial cultural consumers : co-creating value through brand communities
Halliday, Sue Vaux; Astafyeva, Alexandra - In: Arts marketing : an international journal ; AM 4 (2014) 1/2, pp. 119-135
Persistent link: https://www.econbiz.de/10010431470
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Value co-creation between the "inside" and the "outside" of a company : insights from a brand community failure
Gambetti, Rossella C.; Graffigna, Guendalina - In: Marketing theory 15 (2015) 2, pp. 155-178
Persistent link: https://www.econbiz.de/10011494449