Building human brands : the role of critical reviews
Nadia Pomirleanu, Pavan Rao Chennamaneni, Babu John-Mariadoss and John A. Schibrowsky
| Year of publication: |
2023
|
|---|---|
| Authors: | Pomirleanu, Nadia ; Chennamaneni, Pavan Rao ; John-Mariadoss, Babu ; Schibrowsky, John A. |
| Published in: |
Journal of research in interactive marketing : interactive marketing and computer-mediated communication. - Bingley : Emerald, ISSN 2040-7130, ZDB-ID 2556111-X. - Vol. 17.2023, 5, p. 681-697
|
| Subject: | Celebrity branding | Critical reviews | Human brands | Personal branding | Markenführung | Brand management | Markenimage | Brand image | Konsumentenverhalten | Consumer behaviour | Markenartikel | Brand |
| Type of publication: | Article |
|---|---|
| Type of publication (narrower categories): | Aufsatz in Zeitschrift ; Article in journal |
| Language: | English |
| Other identifiers: | 10.1108/JRIM-05-2022-0133 [DOI] |
| Source: | ECONIS - Online Catalogue of the ZBW |
Persistent link: https://www.econbiz.de/10014427945