Branding co-creation with consumer-generated advertising : effect on creators and observers
Year of publication: |
2023
|
---|---|
Authors: | Shulga, Lenna V. ; Busser, James A. ; Bai, Billy ; Kim, Hyelin |
Published in: |
Journal of advertising. - [Abingdon] : Routledge Taylor & Francis Group, ISSN 1557-7805, ZDB-ID 2067343-7. - Vol. 52.2023, 1, p. 5-23
|
Subject: | Werbung | Advertising | Markenführung | Brand management | Marketingmanagement | Marketing management | Kunden | Customers |
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