The influence of social media interactions on consumer-brand relationships : a three-country study of brand perceptions and marketing behaviors
Year of publication: |
March 2016
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Authors: | Hudson, Simon ; Huang, Li ; Roth, Martin S. ; Madden, Thomas Justin |
Published in: |
International journal of research in marketing : IJRM ; official journal of the European Marketing Academy. - Amsterdam : Elsevier, ISSN 0167-8116, ZDB-ID 622691-7. - Vol. 33.2016, 1, p. 27-41
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Subject: | Social media | Brand relationship quality | Anthropomorphism | Word of mouth | Uncertainty avoidance | Social Web | Social web | Virales Marketing | Viral marketing | Beziehungsmarketing | Relationship marketing | Konsumentenverhalten | Consumer behaviour | Markenartikel | Brand | Markenimage | Brand image | Markenführung | Brand management |
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