Exploring the effectiveness of consumer creativity in online marketing communications
Year of publication: |
2015
|
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Authors: | Wu, Jintao ; Wen, Na ; Dou, Wenyu ; Chen, Junsong |
Published in: |
European journal of marketing : EJM. - Bingley : Emerald Publishing Limited, ISSN 0309-0566, ZDB-ID 189982-X. - Vol. 49.2015, 1/2, p. 262-276
|
Subject: | Online advertising | Marketing communications | Customer engagement | Brand attitude | Brand extension | Consumer creativity | Online-Marketing | Internet marketing | Konsumentenverhalten | Consumer behaviour | Werbewirkung | Advertising effects | Kreativität | Creativity | Markenführung | Brand management | Marketingmanagement | Marketing management | Markenimage | Brand image | Beziehungsmarketing | Relationship marketing | Markentransfer |
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