All we have is words : applying rhetoric to examine how social media marketing activities strengthen the connection between the brand and the self
George Panigyrakis, Anastasios Panopoulos and Eirini Koronaki
| Year of publication: |
2020
|
|---|---|
| Authors: | Panigyrakis, George ; Panopoulos, Anastasios ; Koronaki, Eirini |
| Published in: |
International journal of advertising : the review of marketing communications. - Abingdon : Routledge, ISSN 1759-3948, ZDB-ID 2067926-9. - Vol. 39.2020, 5, p. 699-718
|
| Subject: | brand attachment | brand engagement in self-concept | consumer–brand relationships | Rhetoric | self-brand connections | social media marketing activities | Online-Marketing | Internet marketing | Konsumentenverhalten | Consumer behaviour | Social Web | Social web | Beziehungsmarketing | Relationship marketing | Markenartikel | Brand | Markenführung | Brand management | Markentreue | Brand loyalty |
| Type of publication: | Article |
|---|---|
| Type of publication (narrower categories): | Aufsatz in Zeitschrift ; Article in journal |
| Language: | English |
| Other identifiers: | 10.1080/02650487.2019.1663029 [DOI] |
| Source: | ECONIS - Online Catalogue of the ZBW |
Persistent link: https://www.econbiz.de/10012260253