Brand pathologies : "monstrous" fan relationships and the media brand "Twilight"
Year of publication: |
[2018]
|
---|---|
Authors: | Buchanan-Oliver, Margo ; Schau, Hope Jensen |
Published in: |
Exploring the rise of fandom in contemporary consumer culture. - Hershey, PA, USA : Business Science Reference, ISBN 978-1-5225-3220-0. - 2018, p. 185-200
|
Subject: | Markenimage | Brand image | Kundenintegration | Customer integration | Emotion | Zielgruppe | Target group | Soziale Werte | Social values |
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