Brand identity and virtual brand community for the success of co-creation
Héla Benmiled-Cherif
Year of publication: |
2016
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Authors: | Benmiled-Cherif, Héla |
Published in: |
Journal for international business and entrepreneurship development. - Olney, Bucks : Inderscience Enterprises, ISSN 1549-9324, ZDB-ID 2212018-X. - Vol. 9.2016, 2, p. 222-236
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Subject: | co-creation | brand community | virtual brand community | VBC | netnographic approach | Facebook | social media | brand identity prism | Axe | Tunisia | France | Social Web | Social web | Markenführung | Brand management | Markenimage | Brand image | Kundenintegration | Customer integration | Beziehungsmarketing | Relationship marketing | Online-Marketing | Internet marketing | Konsumentenverhalten | Consumer behaviour |
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