The latent potential of virtual communities as brand missionaries : implications from US and Korean
Soonkwan Hong; Michael S. Minor
| Year of publication: |
2014
|
|---|---|
| Authors: | Hong, Soonkwan ; Minor, Michael |
| Published in: |
International journal of electronic marketing and retailing : IJEMR. - Olney, Bucks. : Inderscience Enterprises Ltd., ISSN 1741-1025, ZDB-ID 2193368-6. - Vol. 6.2014, 1, p. 4-27
|
| Subject: | brand community | blog | possession | Q-method | Korea | USA | value co-creation | viral marketing | global brand | Social Web | Social web | Markenführung | Brand management | Südkorea | South Korea | Virales Marketing | Viral marketing | Kundenintegration | Customer integration | Markenartikel | Brand | Konsumentenverhalten | Consumer behaviour | United States | Internationales Marketing | International marketing | Web 2.0-Technologien | Web 2.0 technologies |