Value slippage in brand transformation : a conceptualization
Year of publication: |
2016
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Authors: | Cova, Bernard ; Paranque, Bernard |
Published in: |
The journal of product & brand management. - Bradford : Emerald, ISSN 1061-0421, ZDB-ID 1216417-3. - Vol. 25.2016, 1, p. 3-10
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Subject: | Brand communities | Value capture | User generated content | Brand co-creation | Nutella | Use value | Exchange value | Markenführung | Brand management | Social Web | Social web | Beziehungsmarketing | Relationship marketing | Konsumentenverhalten | Consumer behaviour | Betriebliche Wertschöpfung | Value creation | Kundenintegration | Customer integration | Markenimage | Brand image |
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