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1. 1. Online brand relationship building : Asia pacific perspectives

   Författare :Peter Steyn; Victoria L. Crittenden; Luleå tekniska universitet; []
   Nyckelord :SAMHÄLLSVETENSKAP; SOCIAL SCIENCES; Online Brand Communications; Consumer Empowerment; Information Technology; Online Brand Relationship Building; Consumer Generated Content; Internet; Bloggers; Industriell marknadsföring; Industrial Marketing;

   Sammanfattning : Information technology is empowering consumers through the availability of information, interactivity of online communication tools, and the connectivity with others. The newly empowered consumer is a co-creator of brand communications and is rapidly developing a sense of co-ownership in brands. LÄS MER