Redefining brand hijacking from a non-collaborative brand co-creation perspective
Alfonso Siano, Maria Giovanna Confetto and Agostino Vollero and Claudia Covucci
| Year of publication: |
2022
|
|---|---|
| Authors: | Siano, Alfonso ; Confetto, Maria Giovanna ; Vollero, Agostino ; Covucci, Claudia |
| Published in: |
The journal of product & brand management. - Bingley : Emerald, ISSN 2054-1643, ZDB-ID 2020682-3. - Vol. 31.2022, 1, p. 110-126
|
| Subject: | Anti-branding | Brand co-creation | Brand hijacking | Brand management | Brandjacking | Delphi | Non-collaborative brand co-creation | Markenführung | Markenartikel | Brand | Kundenintegration | Customer integration | Marketingmanagement | Marketing management |
| Type of publication: | Article |
|---|---|
| Type of publication (narrower categories): | Aufsatz in Zeitschrift ; Article in journal |
| Language: | English |
| Other identifiers: | 10.1108/JPBM-03-2020-2780 [DOI] |
| Source: | ECONIS - Online Catalogue of the ZBW |
Persistent link: https://www.econbiz.de/10012798137