Brand communities and new product adoption : the influence and limits of oppositional loyalty
Scott A. Thompson & Rajiv K. Sinha
| Year of publication: |
2008
|
|---|---|
| Authors: | Thompson, Scott A. ; Sinha, Rajiv K. |
| Published in: |
Journal of marketing. - Thousand Oaks, CA : Sage Publishing, ISSN 0022-2429, ZDB-ID 218318-3. - Vol. 72.2008, 6, p. 65-80
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| Subject: | Konsumentenverhalten | Consumer behaviour | Beziehungsmarketing | Relationship marketing | Markenführung | Brand management | Markenimage | Brand image | Social Web | Social web | Markenartikel | Brand | Innovationsdiffusion | Innovation diffusion | Produktentwicklung | New product development |
| Type of publication: | Article |
|---|---|
| Type of publication (narrower categories): | Aufsatz in Zeitschrift ; Article in journal |
| Language: | English |
| Source: | ECONIS - Online Catalogue of the ZBW |
Persistent link: https://www.econbiz.de/10003782427