Leveraging EWOM on service failure recovery strategy : an insight into the brand perspective
Silvia Ranfagni and Wilson Ozuem
| Year of publication: |
2021
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|---|---|
| Authors: | Ranfagni, Silvia ; Ozuem, Wilson |
| Published in: |
The art of digital marketing for fashion and luxury brands : market spaces and marketplaces. - Cham, Switzerland : Palgrave Macmillan, ISBN 978-3-030-70323-3. - 2021, p. 397-422
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| Subject: | Dienstleistungsqualität | Service quality | Beschwerdemanagement | Complaint management | Markenführung | Brand management | Konsumentenverhalten | Consumer behaviour | Virales Marketing | Viral marketing | Beziehungsmarketing | Relationship marketing | Markenartikel | Brand |
| Type of publication: | Article |
|---|---|
| Type of publication (narrower categories): | Aufsatz im Buch ; Book section |
| Language: | English |
| Other identifiers: | 10.1007/978-3-030-70324-0_16 [DOI] |
| Source: | ECONIS - Online Catalogue of the ZBW |
Persistent link: https://www.econbiz.de/10012607451