Brand equity dilution through negative online word-of-mouth communication
Silke Bambauer-Sachse; Sabrina Mangold
| Year of publication: |
2011
|
|---|---|
| Authors: | Bambauer-Sachse, Silke ; Mangold, Sabrina |
| Published in: |
Journal of retailing and consumer services. - Amsterdam [u.a.] : Elsevier, ISSN 0969-6989, ZDB-ID 1204385-0. - Vol. 18.2011, 1, p. 38-45
|
| Subject: | Personalisierung | Personalization | Virales Marketing | Viral marketing | Social Web | Social web | Markenimage | Brand image |
| 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/10008839782