When perceived ability to influence plays a role : brand co-creation in Web 2.0
Eric Kennedy and Francisco Guzmán
| Year of publication: |
2017
|
|---|---|
| Authors: | Kennedy, Eric ; Guzman, Francisco |
| Published in: |
The journal of product & brand management. - Bradford : Emerald, ISSN 1061-0421, ZDB-ID 1216417-3. - Vol. 26.2017, 4, p. 342-350
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| Subject: | Experimental design | Web 2.0 | Brand co-creation | Brand perception | Millennial consumer | Konsumentenverhalten | Consumer behaviour | Social Web | Social web | Kundenintegration | Customer integration | Markenführung | Brand management | Online-Marketing | Internet marketing | Markenartikel | Brand | Website | Experiment | Beziehungsmarketing | Relationship marketing | Wahrnehmung | Perception | Werbewirkung | Advertising effects | Markenimage | Brand image |
| Type of publication: | Article |
|---|---|
| Type of publication (narrower categories): | Aufsatz in Zeitschrift ; Article in journal |
| Language: | English |
| Other identifiers: | 10.1108/JPBM-04-2016-1137 [DOI] |
| Source: | ECONIS - Online Catalogue of the ZBW |
Persistent link: https://www.econbiz.de/10011777351