Branding in the era of Web 2.0 (and beyond).
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| Main Author: | |
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| Other Authors: | , |
| Format: | Electronic eBook |
| Language: | English |
| Published: |
Bradford, West Yorkshire :
Emerald Publishing Limited,
2017.
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| Series: | Journal of Product & Brand Management.
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| Subjects: | |
| Online Access: |
Full text (Emmanuel users only) |
Table of Contents:
- Cover; Guest editorial; When perceived ability to influence plays a role: brand co-creation in Web 2.0; Taking a bite out of Apple: Jailbreaking and the confluence of brand loyalty, consumer resistance and the co-creation of value; Like is a verb: exploring tie strength and casual brand use effects on brand attitudes and consumer online goal achievement; Online brand communities as heterogeneous gatherings: a netnographic exploration of Apple users; The moderating effect of personal features on the consequences of an enjoyable co-creation experience.
- Are you able to recall the brand? The impact of brand prominence, game involvement and persuasion knowledge in online
- advergamesSelf-presentation, privacy and electronic word-of-mouth in social media; Corrigendum.