Value slippage in brand transformation : a conceptualization
Bernard Cova and Bernard Paranque (Kedge Business School, Marseille, France)
| 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 | Kundenintegration | Customer integration | Markenartikel | Brand | Social Web | Social web | Kundenwert | Customer value | Beziehungsmarketing | Relationship marketing | Betriebliche Wertschöpfung | Value creation | Markenimage | Brand image | Konsumentenverhalten | Consumer behaviour |
| Type of publication: | Article |
|---|---|
| Type of publication (narrower categories): | Aufsatz in Zeitschrift ; Article in journal |
| Language: | English |
| Other identifiers: | 10.1108/JPBM-12-2015-1058 [DOI] |
| Source: | ECONIS - Online Catalogue of the ZBW |
Persistent link: https://www.econbiz.de/10011563006