Directing Customer Social Identity Through Influencer Marketing and Brand Co-creationActivities : A NA-KD Case Study
Background: Today, for firms to engage with customers, it takes more than traditional advertisements, enticing prices and celebrity endorsements. Customers now rely on and expect to become an active rather than passive participant in the firm’s branding and marketing activities. Due to this change i...
| Main Authors: | , |
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| Format: | Others |
| Language: | English |
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Internationella Handelshögskolan, Jönköping University, IHH, Företagsekonomi
2020
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| Subjects: | |
| Online Access: | http://urn.kb.se/resolve?urn=urn:nbn:se:hj:diva-49010 |