Branding in a hyperconnected world : refocusing theories and rethinking boundaries
Vanitha Swaminathan, Alina Sorescu, Jan-Benedict E.M. Steenkamp, Thomas Clayton Gibson O'Guinn, and Bernd Schmitt
| Year of publication: |
2020
|
|---|---|
| Authors: | Swaminathan, Vanitha ; Sorescu, Alina ; Steenkamp, Jan-Benedict E. M. ; O'Guinn, Thomas C. ; Schmitt, Bernd |
| Published in: |
Journal of marketing. - Thousand Oaks, CA : Sage Publishing, ISSN 1547-7185, ZDB-ID 2052318-X. - Vol. 84.2020, 2, p. 24-46
|
| Subject: | brands | branding | brand management | brand equity | cocreation | digital branding | hyperconnectivity | networks | platforms | Markenführung | Brand management | Markenimage | Brand image | Markenartikel | Brand | Social Web | Social web |
| Type of publication: | Article |
|---|---|
| Type of publication (narrower categories): | Aufsatz in Zeitschrift ; Article in journal |
| Language: | English |
| Other identifiers: | 10.1177/0022242919899905 [DOI] |
| Source: | ECONIS - Online Catalogue of the ZBW |
Persistent link: https://www.econbiz.de/10012176536