CONSUMER-BRAND KNOWLEDGE THROUGH SOCIAL MEDIA ENVIRONMENTS: AN ANALYTICAL APPROACH ON THE MULTI-VOCAL NATURE OF THE BRAND
Silvia Ranfagni, Matilde Milanesi, Simone Guercini
Global Marketing Conference 2018 Global Marketing Conference at Tokyo (2018.07) pp.299-300
EXPLORING EXPLICIT AND IMPLICIT FRAMING EFFECTS ON BRAND KNOWLEDGE ENHANCEMENT - THE CASE OF SUSTAINABILITY ADVERTISING USING ECOLABELS
Steffen Schmidt, Sascha Langner, Klaus-Peter Wiedmann, Janina Haase, Stefan Behrens
Global Marketing Conference 2014 Global Marketing Conference at Singapore (2014.07) p.922