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Markenkommunikation auf Social Media-Plattformen – Anforderungen aus Konsumentensicht und deren Einfluss auf Zielgrössen des Markenmanagements

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  • Bruhn, Manfred
  • Schäfer, Daniela B.
  • Schoenmüller, Verena

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  • Bruhn, Manfred & Schäfer, Daniela B. & Schoenmüller, Verena, 2012. "Markenkommunikation auf Social Media-Plattformen – Anforderungen aus Konsumentensicht und deren Einfluss auf Zielgrössen des Markenmanagements," Die Unternehmung - Swiss Journal of Business Research and Practice, Nomos Verlagsgesellschaft mbH & Co. KG, vol. 66(1), pages 64-84.
    • Handle: RePEc:nms:untern:10.5771/0042-059x-2012-1-64
    DOI: 10.5771/0042-059X-2012-1-64
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