Branding in the age of social media firestorms : how to create brand value by fighting back online
Joachim Scholz and Andrew N. Smith
| Year of publication: |
2019
|
|---|---|
| Authors: | Scholz, Joachim ; Smith, Andrew N. |
| Published in: |
Journal of marketing management : JMM ; journal of the Academy of Marketing. - Abingdon [u.a.] : Routledge, Taylor & Francis Group, ISSN 1472-1376, ZDB-ID 2067949-X. - Vol. 35.2019, 11/12, p. 1100-1134
|
| Subject: | brand storytelling | branding | co-creating brand meanings | controversy | crisis management | netnography | Online firestorms | social media | Markenführung | Brand management | Social Web | Social web | Online-Marketing | Internet marketing | Marketingmanagement | Marketing management | Kundenintegration | Customer integration | Beziehungsmarketing | Relationship marketing | Krisenmanagement | Crisis management | Markenartikel | Brand | Markenimage | Brand image |
| Type of publication: | Article |
|---|---|
| Type of publication (narrower categories): | Aufsatz in Zeitschrift ; Article in journal |
| Language: | English |
| Other identifiers: | 10.1080/0267257X.2019.1620839 [DOI] |
| Source: | ECONIS - Online Catalogue of the ZBW |
Persistent link: https://www.econbiz.de/10012178609