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Branding in the digital era

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  • Maria Vernuccio
  • Tiziano Vescovi

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  • Maria Vernuccio & Tiziano Vescovi, 2016. "Branding in the digital era," MERCATI & COMPETITIVIT?, FrancoAngeli Editore, vol. 2016(4), pages 15-22.
    • Handle: RePEc:fan:mcmcmc:v:html10.3280/mc2016-004002
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    References listed on IDEAS

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    1. Singh, Sangeeta & Sonnenburg, Stephan, 2012. "Brand Performances in Social Media," Journal of Interactive Marketing, Elsevier, vol. 26(4), pages 189-197.
    2. Russell W. Belk, 2013. "Extended Self in a Digital World," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 40(3), pages 477-500.
    3. Fournier, Susan, 1998. "Consumers and Their Brands: Developing Relationship Theory in Consumer Research," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 24(4), pages 343-373, March.
    4. Vernuccio, Maria & Ceccotti, Federica, 2015. "Strategic and organisational challenges in the integrated marketing communication paradigm shift: A holistic vision," European Management Journal, Elsevier, vol. 33(6), pages 438-449.
    5. Ramaswamy, Venkat & Ozcan, Kerimcan, 2016. "Brand value co-creation in a digitalized world: An integrative framework and research implications," International Journal of Research in Marketing, Elsevier, vol. 33(1), pages 93-106.
    6. Gensler, Sonja & Völckner, Franziska & Liu-Thompkins, Yuping & Wiertz, Caroline, 2013. "Managing Brands in the Social Media Environment," Journal of Interactive Marketing, Elsevier, vol. 27(4), pages 242-256.
    7. Liu, Yuping, 2003. "Developing a Scale to Measure the Interactivity of Websites," Journal of Advertising Research, Cambridge University Press, vol. 43(2), pages 207-216, June.
    8. Fournier, Susan & Avery, Jill, 2011. "The uninvited brand," Business Horizons, Elsevier, vol. 54(3), pages 193-207, May.
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    Cited by:

    1. Mohammed Shahedul Quader & Shanewaz Mahmood Sohel, 2018. "Strategic Brand Experience To Differentiate B2b Service Offering: A Case Study Analysis," Portuguese Journal of Management Studies, ISEG, Universidade de Lisboa, vol. 23(1), pages 49-82.
    2. Maria Vernuccio, 2018. "What is happening to the brand?," MERCATI & COMPETITIVIT?, FrancoAngeli Editore, vol. 2018(4), pages 7-13.
    3. Roberta De Michele & Gianluca Marchi, 2018. "Influencer identification and selection on social networking sites: An analysis on Instagram," MERCATI & COMPETITIVIT?, FrancoAngeli Editore, vol. 2018(4), pages 129-153.
    4. Francesca Conte & Agostino Vollero, 2018. "CEOs of dual marketers organizations: Communication and reputation management issues," MERCATI & COMPETITIVIT?, FrancoAngeli Editore, vol. 2018(3), pages 21-39.

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