Taking a bite out of Apple : jailbreaking and the confluence of brand loyalty, consumer resistance and the co-creation of value
Michael S. W. Lee and Ian Soon
| Year of publication: |
2017
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|---|---|
| Authors: | Lee, Michael S. W. ; Soon, Ian |
| Published in: |
The journal of product & brand management. - Bradford : Emerald, ISSN 1061-0421, ZDB-ID 1216417-3. - Vol. 26.2017, 4, p. 351-364
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| Subject: | Qualitative research | Brand loyalty | Consumer empowerment | Brand co-creation | Anti-Branding | Consumer resistance | Jailbreaking | Konsumentenverhalten | Consumer behaviour | Beziehungsmarketing | Relationship marketing | Markenführung | Brand management | Markentreue | Kundenintegration | Customer integration | Markenartikel | Brand | Markenimage | Brand image |
| Type of publication: | Article |
|---|---|
| Type of publication (narrower categories): | Aufsatz in Zeitschrift ; Article in journal |
| Language: | English |
| Other identifiers: | 10.1108/JPBM-11-2015-1045 [DOI] |
| Source: | ECONIS - Online Catalogue of the ZBW |
Persistent link: https://www.econbiz.de/10011777356