The distributed creative brand image : integrating digital influencer collaboration into omnichannel marketing communication
Annette Kallevig
| Year of publication: |
2024
|
|---|---|
| Authors: | Kallevig, Annette |
| Published in: |
Digital Transformation for Fashion and Luxury Brands : Theory and Practice. - Cham : Springer International Publishing, ISBN 978-3-031-35589-9. - 2024, p. 249-270
|
| Subject: | Brand identity | Creativity | Fashion and luxury brands | Integrated marketing communication | Omnichannel brand management | Online influencer marketing | Markenführung | Brand management | Markenimage | Brand image | Marketingmanagement | Marketing management | Kreativität | Online-Marketing | Internet marketing | Mode | Fashion | Luxusgüter | Luxury goods | Social Web | Social web | Marketing | Influencer | Multikanalvertrieb | Multichannel strategy | Konsumentenverhalten | Consumer behaviour |
Online Resource
| Type of publication: | Article |
|---|---|
| Type of publication (narrower categories): | Aufsatz im Buch ; Book section |
| Language: | English |
| Other identifiers: | 10.1007/978-3-031-35589-9_12 [DOI] |
| Source: | ECONIS - Online Catalogue of the ZBW |
Persistent link: https://www.econbiz.de/10014529112