Eliciting brand association networks : a new method using online community data
Pradeep Kumar Ponnamma Divakaran, Jie Xiong
| Year of publication: |
2022
|
|---|---|
| Authors: | Divakaran, Pradeep Kumar Ponnamma ; Xiong, Jie |
| Published in: |
Technological forecasting & social change : an international journal. - Amsterdam : Elsevier, ISSN 0040-1625, ZDB-ID 280700-2. - Vol. 181.2022, p. 1-14
|
| Subject: | Brand associations | Brand concept maps | Brand equity | Online community | User-generated data | Social Web | Social web | Markenführung | Brand management | Markenimage | Brand image | Konsumentenverhalten | Consumer behaviour | Markenartikel | Brand | Online-Marketing | Internet marketing |
| Type of publication: | Article |
|---|---|
| Type of publication (narrower categories): | Aufsatz in Zeitschrift ; Article in journal |
| Language: | English |
| Other identifiers: | 10.1016/j.techfore.2022.121769 [DOI] |
| Source: | ECONIS - Online Catalogue of the ZBW |
Persistent link: https://www.econbiz.de/10013417228