Do brand micro-blogs entities’ interactivity enhance customer’s brand resonance? : evidence from China
Haichuan Zhao, Xian Cheng, Xingyuan Wang, Chunqing Qin
| Year of publication: |
2021
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|---|---|
| Authors: | Zhao, Haichuan ; Cheng, Xian ; Xingyuan, Wang ; Qin, Chunqing |
| Published in: |
Asian business & management. - Basingstoke : Palgrave Macmillan, ISSN 1476-9328, ZDB-ID 2106083-6. - Vol. 20.2021, 3, p. 390-408
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| Subject: | Brand micro-blog | Interactivity | Identification | Brand resonance | China | Markenführung | Brand management | Konsumentenverhalten | Consumer behaviour | Markenimage | Brand image | Beziehungsmarketing | Relationship marketing | Markenartikel | Brand |
| Type of publication: | Article |
|---|---|
| Type of publication (narrower categories): | Aufsatz in Zeitschrift ; Article in journal |
| Language: | English |
| Other identifiers: | 10.1057/s41291-019-00095-x [DOI] |
| Source: | ECONIS - Online Catalogue of the ZBW |
Persistent link: https://www.econbiz.de/10012586930