Understanding branding in a digitally empowered world
Tulin Erdem (Leonard N. Stern School of Business, New York University, New York, NY, USA), Kevin Lane Keller (Tuck School of Business, Dartmouth College, Hanover, NH, USA), Dmitri Kuksov (Naveen Jindal School of Management, University of Texas at Dallas, Richardson, TX, USA), Rik Pieters (Tilburg School of Economics and Management, Tilberg University, LE Tilburg, The Netherlands)
| Year of publication: |
March 2016
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| Authors: | Erdem, Tulin ; Keller, Kevin Lane ; Kuksov, Dmitri ; Pieters, Rik |
| 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. 3-10
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| Subject: | Markenführung | Brand management | Markenartikel | Brand | Digitalisierung | Digitization | Welt | World |
| Type of publication: | Article |
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| Type of publication (narrower categories): | Aufsatz in Zeitschrift ; Article in journal |
| Language: | English |
| Other identifiers: | 10.1016/j.ijresmar.2015.12.003 [DOI] |
| Source: | ECONIS - Online Catalogue of the ZBW |
Persistent link: https://www.econbiz.de/10011490780