How brand authenticity and consumer brand engagement can be expressed in reviews : a text mining approach
Filipa Rosado-Pinto, Sandra Maria Correia Loureiro, and Ricardo Godinho Bilro
| Year of publication: |
2020
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|---|---|
| Authors: | Rosado-Pinto, Filipa ; Loureiro, Sandra Maria Correia ; Bilro, Ricardo Godinho |
| Published in: |
Journal of promotion management : innovations in planning and applied research. - [Erscheinungsort nicht ermittelbar] : Routledge, ISSN 1540-7594, ZDB-ID 2112907-1. - Vol. 26.2020, 4, p. 457-480
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| Subject: | Brand authenticity | brand love | consumer brand engagement | need for uniqueness | user-generated content | Markenführung | Brand management | Konsumentenverhalten | Consumer behaviour | Markenimage | Brand image | Markenartikel | Brand | Beziehungsmarketing | Relationship marketing | Kundenintegration | Customer integration | Social Web | Social web |
| Type of publication: | Article |
|---|---|
| Type of publication (narrower categories): | Aufsatz in Zeitschrift ; Article in journal |
| Language: | English |
| Other identifiers: | 10.1080/10496491.2020.1719955 [DOI] |
| Source: | ECONIS - Online Catalogue of the ZBW |
Persistent link: https://www.econbiz.de/10012179137