Communicating Customer Empowerment Strategies to Nonparticipants: An Investigation of the Mechanisms and Conditions Impacting the Affective Reactions Toward the Brand and the Brand Relationship (Extended Abstract)
Marketing at the Confluence Between Entertainment and Analytics, 2017, p.319-325Academy of Marketing Science 2017 ;ISSN: 2363-6165 ;ISBN: 9783319473307 ;ISBN: 3319473301 ;EISSN: 2363-6173 ;EISBN: 9783319473314 ;EISBN: 331947331X ;DOI: 10.1007/978-3-319-47331-4_58 ;OCLC: 985105670 ;LCCallNum: HF5415.5-5415.53
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