Consumers as "integrators" of marketing communications : when "like" is as good as "buy"
Kelley O’Reilly; Karen M. Lancendorfer
| Year of publication: |
2013
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|---|---|
| Authors: | O’Reilly, Kelley ; Lancendorfer, Karen M. |
| Published in: |
International journal of e-business research : an official publication of the Information Resources Management Association. - Hershey, Pa. : IGI Global, ISSN 1548-1131, ZDB-ID 2201735-5. - Vol. 9.2013, 4, p. 1-15
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| Subject: | Brand Credibility | Customer-Based Brand Equity | Event Marketing | Social Media | Virtual Fan Communities | Social Web | Social web | Markenführung | Brand management | Konsumentenverhalten | Consumer behaviour | Marketingmanagement | Marketing management | Event-Marketing | Event marketing | Markenimage | Brand image | Beziehungsmarketing | Relationship marketing | Online-Marketing | Internet marketing | Markenartikel | Brand |