Conceptualizing the brand in social media community : the five sources model
Robert Davis; Inna Piven; Michael Breazeale
| Year of publication: |
2014
|
|---|---|
| Authors: | Davis, Robert ; Piven, Inna ; Breazeale, Michael |
| Published in: |
Journal of retailing and consumer services. - Amsterdam [u.a.] : Elsevier, ISSN 0969-6989, ZDB-ID 1204385-0. - Vol. 21.2014, 4, p. 468-481
|
| Subject: | Brand consumption | Grounded theory | Focus group | Interviews | Consumption values | Consumption motivation | Social Web | Social web | Konsumentenverhalten | Consumer behaviour | Markenführung | Brand management | Befragung | Interview | Markenartikel | Brand | Grounded Theory | Markenimage | Brand image |
| Type of publication: | Article |
|---|---|
| Type of publication (narrower categories): | Aufsatz in Zeitschrift ; Article in journal |
| Language: | English |
| Source: | ECONIS - Online Catalogue of the ZBW |
Persistent link: https://www.econbiz.de/10010388551