Potenziale und Herausforderungen der Markenführung im Kontext internetbasierter Interaktionen
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References listed on IDEAS
- Bröcher, Julia & Hoffmann, Marie-Luise & Sabel, Tatjana, 2005. "Der Schutzbereich des Markenrechts unter besonderer Berücksichtigung ökonomischer Aspekte," Working Papers 14, University of Münster, Competence Center Internet Economy and Hybrid Systems, European Research Center for Information Systems (ERCIS).
- Fournier, Susan, 1998. " Consumers and Their Brands: Developing Relationship Theory in Consumer Research," Journal of Consumer Research, Oxford University Press, vol. 24(4), pages 343-373, March.
- Muniz, Albert M, Jr & O'Guinn, Thomas C, 2001. " Brand Community," Journal of Consumer Research, Oxford University Press, vol. 27(4), pages 412-432, March.
- Gruner, Kjell E. & Homburg, Christian, 2000. "Does Customer Interaction Enhance New Product Success?," Journal of Business Research, Elsevier, vol. 49(1), pages 1-14, July.
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