| Description |
1 online resource (93 pages) |
| Series |
Journal of Product & Brand Management ; v. 26 |
|
Journal of Product & Brand Management
|
| 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 |
| Bibliography |
Includes bibliographical references |
| Notes |
Print version record |
| Subject |
Web 2.0.
|
|
Web 2.0 -- Congresses
|
|
Web 2.0
|
| Genre/Form |
Conference papers and proceedings
|
| Form |
Electronic book
|
| Author |
Pentina, Iryna
|
|
Veloutsou, Cleopatra
|
| ISBN |
9781787435063 |
|
1787435067 |
|
