Counter-brand and alter-brand communities: The impact of Web 2.0 on tribal marketing approaches

Journal of Marketing Management

Volumn 26, Issue 3-4, 2010, Pages 256-270

  Cova, Bernard ^a   White, Tim ^a  

^a KEDGE BUSINESS SCHOOL   (France)

Author keywords

Brand community; Co creation; CouchSurfing; Tribal marketing; Warhammer

Indexed keywords

EID: 79958115098     PISSN: 0267257X     EISSN: 14721376     Source Type: Journal    
DOI: 10.1080/02672570903566276     Document Type: Article

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