作者
Bernard Cova, Stefano Pace
发表日期
2006/9/1
期刊
European journal of marketing
卷号
40
期号
9/10
页码范围
1087-1105
出版商
Emerald Group Publishing Limited
简介
To analyse the power that a virtual brand community exerts over a brand of a mass‐marketed convenience product. To draw implications about the strategy that a company can employ facing this power shift. To track emerging trends in virtual brand communities applied to convenience product (as opposed to niche or luxury goods).
引用总数
学术搜索中的文章
B Cova, S Pace - European journal of marketing, 2006
BP Cova - European Journal of Marketing