Storygiving as a co-creation tool for luxury brands in the age of the internet : a love story by Tiffany and thousands of lovers
Year of publication: |
2016
|
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Authors: | Hughes, Mine Üçok ; Bendoni, Wendy K. ; Pehlivan, Ekin |
Published in: |
The journal of product & brand management. - Bradford : Emerald, ISSN 1061-0421, ZDB-ID 1216417-3. - Vol. 25.2016, 4, p. 357-364
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Subject: | Social media | Storytelling | Co-creation | Fashion | Luxury branding | Luxury marketing | Storygiving | Tiffany & Co. | Luxusgüter | Luxury goods | Markenführung | Brand management | Social Web | Social web | Mode | Online-Marketing | Internet marketing | Konsumentenverhalten | Consumer behaviour | Narrative Methode | Narrative method | Kundenintegration | Customer integration | Internet | Markenartikel | Brand |
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