Does making consumers creative improve brand evaluations? : exploring the roles of consumer creativity in online marketing communications
Wenyu Dou; Jintao Wu; Qin Yao; Na Wen
| Year of publication: |
2012
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|---|---|
| Authors: | Dou, Wenyu ; Wu, Jintao ; Yao, Qin ; Wen, Na |
| Published in: |
Delivering value in turbulent times : AMA Summer Educators' Conference 2011 ; AMA educators' proceedings Volume 22 ; San Francisco, California, USA, 5 - 7 August 2011. - Red Hook, NY : Curran Associates, ISBN 978-1-61839-652-5. - 2012, p. 338-344
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| Subject: | Kreativität | Creativity | Konsumentenverhalten | Consumer behaviour | Markenführung | Brand management | Markenimage | Brand image | Online-Marketing | Internet marketing | Marketingmanagement | Marketing management |
| Extent: | Ill. |
|---|---|
| Type of publication: | Article |
| Type of publication (narrower categories): | Aufsatz im Buch ; Book section |
| Language: | English |
| Source: | ECONIS - Online Catalogue of the ZBW |
Persistent link: https://www.econbiz.de/10010191486