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Internationally mobile students and their brands : insights from diaries
Biraghi, Silvia - In: International journal of market research : JMRS ; the … 59 (2017) 4, pp. 449-469
Persistent link: https://www.econbiz.de/10011796610
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An ecological definition of ambient communication : a discursive conceptualization
Biraghi, Silvia; Gambetti, Rosella C.; Graffigna, Guendalina - In: Journal of marketing communications 21 (2015) 1, pp. 5-19
Persistent link: https://www.econbiz.de/10010514633
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The grounded theory approach to consumer-brand engagement : the practitioner's standpoint
Gambetti, Rossella C.; Graffigna, Guendalina; Biraghi, … - In: International journal of market research : JMRS ; the … 54 (2012) 5, pp. 659-687
Persistent link: https://www.econbiz.de/10009659753
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Corporate branding : where are we? ; a systematic communication-based inquiry
Biraghi, Silvia; Gambetti, Rossella Chiara - In: Journal of marketing communications 21 (2015) 4, pp. 260-283
Persistent link: https://www.econbiz.de/10011405889
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Societal corporate branding and political discourse : where brand ethics meets with consumers' clicktivism
Gambetti, Rossella; Biraghi, Silvia; Melewar, T. C.; … - In: Building corporate identity, image and reputation in …, (pp. 415-443). 2022
Persistent link: https://www.econbiz.de/10012609409
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Achieving cultural relevance in technomediated platforms : instant cultural branding and controversial clicktivism
Biraghi, Silvia; Gambetti, Rossella Chiara; Beccanulli, … - In: Italian journal of marketing : ITJM 2020 (2020) 2/3, pp. 163-187
Persistent link: https://www.econbiz.de/10012305780
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Brand wars : consumer-brand engagement beyond client-agency fights
Gambetti, Rossella; Biraghi, Silvia; Schultz, Don E.; … - In: Journal of strategic marketing 24 (2016) 2, pp. 90-103
Persistent link: https://www.econbiz.de/10011577637
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Advancing a citizenship approach to corporate branding : a societal view
Biraghi, Silvia; Gambetti, Rossella C.; Schultz, Don E. - In: International studies of management and organization 47 (2017) 2, pp. 206-215
Persistent link: https://www.econbiz.de/10011675704
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Emerging market dynamics within and beyond consumer tribes
Biraghi, Silvia; Gambetti, Rossella C.; Pace, Stefano - In: Consumer culture theory, (pp. 57-69). 2018
Persistent link: https://www.econbiz.de/10011825287
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Is brand value co-creation actionable? : a facilitation perspective
Biraghi, Silvia; Gambetti, Rossella Chiara - In: Management decision : MD 55 (2017) 7, pp. 1476-1488
Persistent link: https://www.econbiz.de/10011731347