Creating a brand community at the bottom of the pyramid : the case of a Cameroonian music platform
Bernard Cova, Franck Barès and Anicet Nemani
| Year of publication: |
2021
|
|---|---|
| Authors: | Cova, Bernard ; Barès, Franck ; Nemani, Anicet |
| 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. 37.2021, 9/10, p. 887-913
|
| Subject: | Brand community | Cameroon | music | online communities | volunteering | Social Web | Social web | Kamerun | Markenführung | Brand management | Musik | Music | Musikwirtschaft | Music industry | Ehrenamtliche Arbeit | Voluntary work | Markenartikel | Brand | Konsumentenverhalten | Consumer behaviour |
| Type of publication: | Article |
|---|---|
| Type of publication (narrower categories): | Aufsatz in Zeitschrift ; Article in journal |
| Language: | English |
| Other identifiers: | 10.1080/0267257X.2021.1912143 [DOI] |
| Source: | ECONIS - Online Catalogue of the ZBW |
Persistent link: https://www.econbiz.de/10012607862