Social media services branding : the use of corporate brand names
Year of publication: |
2021
|
---|---|
Authors: | Swani, Kunal ; Milne, George R. ; Miller, Elizabeth G. |
Published in: |
Journal of business research : JBR. - New York, NY : Elsevier, ISSN 0148-2963, ZDB-ID 189773-1. - Vol. 125.2021, p. 785-797
|
Subject: | Brand names | Corporate branding | Customer brand identification | Services branding | Social media | Markenführung | Brand management | Social Web | Social web | Markenartikel | Brand | Online-Marketing | Internet marketing | Markenarchitektur | Brand architecture | Beziehungsmarketing | Relationship marketing | Konsumentenverhalten | Consumer behaviour |
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