This book focuses on building and maintaining brand community in the emerging, dynamic space of social media. A theoretical model encompassing brand characteristics, relational factors, and characteristics of the brand user community is used as a structure to explain the various aspects of online brand communities. Furthermore, the authors discuss how online brand communities differ from and can be used to complement traditional, face-to-face brand communities. Brand managers, social media managers, and other members of the brand team will find this book useful for strategic decision-making in both building and maintaining brand communities. In addition, this book will serve as a practical guide for working professionals enrolled in executive education degree programs as these programs continue to be developed in universities throughout the world.
| Autorius: | Jr. William F. Humphrey, Debra A. Laverie, Shannon B. Rinaldo, |
| Leidėjas: | Business Expert Press |
| Išleidimo metai: | 2016 |
| Knygos puslapių skaičius: | 102 |
| ISBN-10: | 1606499408 |
| ISBN-13: | 9781606499405 |
| Formatas: | 229 x 152 x 6 mm. Knyga minkštu viršeliu |
| Kalba: | Anglų |
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