Developing brand relationships through social media communication : a cross-cultural comparison
Marsela Thanasi-Boçe, Omar Ali and Ayse Begum Ersoy
| Year of publication: |
2023
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|---|---|
| Authors: | Thanasi-Boçe, Marsela ; Ali, Omar |
| Published in: |
International journal of electronic marketing and retailing : IJEMR. - Olney, Bucks. : Inderscience Enterprises Ltd., ISSN 1741-1033, ZDB-ID 2251608-6. - Vol. 14.2023, 4, p. 351-370
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| Subject: | social media communication quality | SMCQ | brand relationship quality | BRQ | social media usage | SMU | Hofstede's cultural dimensions theory | cross-cultural comparison | Social Web | Social web | Beziehungsmarketing | Relationship marketing | Markenführung | Brand management | Konsumentenverhalten | Consumer behaviour | Kulturelle Identität | Cultural identity | Vergleich | Comparison | Markenartikel | Brand | Internationales Marketing | International marketing | Nationalkultur | National culture |
| Type of publication: | Article |
|---|---|
| Type of publication (narrower categories): | Aufsatz in Zeitschrift ; Article in journal |
| Language: | English |
| Other identifiers: | 10.1504/IJEMR.2023.133939 [DOI] |
| Source: | ECONIS - Online Catalogue of the ZBW |
Persistent link: https://www.econbiz.de/10014440772