Innovation from virtual brand community members may only be virtually effective
Paul G. Barretta, A. Fuat Fırat
| Year of publication: |
2022
|
|---|---|
| Authors: | Barretta, Paul G. ; Firat, A. Fuat |
| Published in: |
International journal of internet marketing and advertising : IJIMA. - Geneva : Inderscience Enterprises Limited, ISSN 1741-8100, ZDB-ID 2145038-9. - Vol. 16.2022, 1/2, p. 186-202
|
| Subject: | brand attachment | brand community | crowdsourcing | marvel comics | product innovation | VBC | virtual brand community | Social Web | Social web | Markenführung | Brand management | Produktentwicklung | New product development | Markenimage | Brand image | Kundenintegration | Customer integration | Innovation | Crowdsourcing | Innovationsmanagement | Innovation management | Virtuelle Realität | Virtual reality | Konsumentenverhalten | Consumer behaviour | Markenartikel | Brand | Beziehungsmarketing | Relationship marketing |
| Type of publication: | Article |
|---|---|
| Type of publication (narrower categories): | Aufsatz in Zeitschrift ; Article in journal |
| Language: | English |
| Other identifiers: | 10.1504/IJIMA.2022.120975 [DOI] |
| Source: | ECONIS - Online Catalogue of the ZBW |
Persistent link: https://www.econbiz.de/10013041216