The paper explores how client and agency differ in putting into practice consumer-brand engagement, owing to the long-established disputes in mental models and approach to the brand.
Gambetti, R. C., Biraghi, S., Practitioners’ perspective on consumer-brand engagement: comparing marketers’ and agencies’ views, in Proceedings of the CMC Conference on Corporate and Marketing Communications, (Rennes, 18-20 April 2012), ESC Rennes School of Business, Rennes 2012: 1-16 [http://hdl.handle.net/10807/62875]
Practitioners’ perspective on consumer-brand engagement: comparing marketers’ and agencies’ views
Gambetti, Rossella Chiara;Biraghi, Silvia
2012
Abstract
The paper explores how client and agency differ in putting into practice consumer-brand engagement, owing to the long-established disputes in mental models and approach to the brand.
File in questo prodotto:
Non ci sono file associati a questo prodotto.
I documenti in IRIS sono protetti da copyright e tutti i diritti sono riservati, salvo diversa indicazione.
