Customer interaction strategy, brand purpose and brand communities
Year of publication: |
2022
|
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Authors: | Calder, Bobby J. |
Published in: |
Journal of service management. - Bingley : Emerald, ISSN 1757-5826, ZDB-ID 2495133-X. - Vol. 33.2022, 4/5, p. 747-757
|
Subject: | Brand communities | Brand purpose | Brand value | Engagement | Stakeholders | Markenführung | Brand management | Markenartikel | Brand | Konsumentenverhalten | Consumer behaviour | Stakeholder | Social Web | Social web | Beziehungsmarketing | Relationship marketing | Markenimage | Brand image |
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