Social media ties strategy in international branding : an application of resource-based theory
Hongzhi Gao, Mary Tate, Hongxia Zhang, Shijiao Chen, and Bing Liang
| Year of publication: |
2018
|
|---|---|
| Authors: | Gao, Hongzhi ; Tate, Mary ; Zhang, Hongxia ; Chen, Shijiao ; Liang, Bing |
| Published in: |
Journal of international marketing. - Chicago, Ill. : Assoc., ISSN 1069-031X, ZDB-ID 915508-9. - Vol. 26.2018, 3, p. 45-69
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| Subject: | consumer culture positioning strategy | non-brand-centric networks | relational ties | resource-based theory | social media | Social Web | Social web | Ressourcenorientierter Ansatz | Resource-based view | Soziales Netzwerk | Social network | Konsumentenverhalten | Consumer behaviour | Markenführung | Brand management | Strategisches Management | Strategic management | Online-Marketing | Internet marketing |
| Type of publication: | Article |
|---|---|
| Type of publication (narrower categories): | Aufsatz in Zeitschrift ; Article in journal |
| Language: | English |
| Other identifiers: | 10.1509/jim.17.0014 [DOI] |
| Source: | ECONIS - Online Catalogue of the ZBW |
Persistent link: https://www.econbiz.de/10011924485