Brand value co-creation in a digitalized world : an integrative framework and research implications
Venkat Ramaswamy, Kerimcan Ozcan
| Year of publication: |
March 2016
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|---|---|
| Authors: | Ramaswamy, Venkatram ; Ozcan, Kerimcan |
| Published in: |
International journal of research in marketing : IJRM ; official journal of the European Marketing Academy. - Amsterdam : Elsevier, ISSN 0167-8116, ZDB-ID 622691-7. - Vol. 33.2016, 1, p. 93-106
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| Subject: | Brand value co-creation | Joint agency | Co-creational enterprises | Brand engagement platforms | Brand experience domains | Brand capability ecosystem | Markenführung | Brand management | Kundenintegration | Customer integration | Betriebliche Wertschöpfung | Value creation | Markenartikel | Brand | Social Web | Social web | Marketingmanagement | Marketing management |
| Type of publication: | Article |
|---|---|
| Type of publication (narrower categories): | Aufsatz in Zeitschrift ; Article in journal |
| Language: | English |
| Other identifiers: | 10.1016/j.ijresmar.2015.07.001 [DOI] |
| Source: | ECONIS - Online Catalogue of the ZBW |
Persistent link: https://www.econbiz.de/10011490829