IMC in digitally-empowering contexts : the emerging role of negotiated brands
Agostino Vollero, Don E. Schultz and Alfonso Siano
| Year of publication: |
2019
|
|---|---|
| Authors: | Vollero, Agostino ; Schultz, Don E. ; Siano, Alfonso |
| Published in: |
International journal of advertising : the review of marketing communications. - Abingdon : Routledge, ISSN 1759-3948, ZDB-ID 2067926-9. - Vol. 38.2019, 3, p. 428-449
|
| Subject: | consumer empowerment | digital and interactive communication | IMC | negotiated brands | reciprocity | service-dominant logic | Marketingmanagement | Marketing management | Markenführung | Brand management | Service-Dominant Logic | Service-dominant logic | Konsumentenverhalten | Consumer behaviour | Kommunikation | Communication | Marketingtheorie | Marketing theory | Markenimage | Brand image | Verhandlungen | Negotiations |
| Type of publication: | Article |
|---|---|
| Type of publication (narrower categories): | Aufsatz in Zeitschrift ; Article in journal |
| Language: | English |
| Other identifiers: | 10.1080/02650487.2018.1535221 [DOI] |
| Source: | ECONIS - Online Catalogue of the ZBW |
Persistent link: https://www.econbiz.de/10012200270