The uninvited brand

Business Horizons

Volumn 54, Issue 3, 2011, Pages 193-207

  Fournier, Susan ^a   Avery, Jill ^b  

^a BOSTON UNIVERSITY   (United States)

^b Simmons School of Management   (United States)

Author keywords

Brand management; Branding; Co creation; Social media; Web 2.0

Indexed keywords

EID: 79953677170     PISSN: 00076813     EISSN: None     Source Type: Journal    
DOI: 10.1016/j.bushor.2011.01.001     Document Type: Article

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