A better understanding of customer empowerment campaigns effects' on brand equity metrics

Authors :: Bachouche, Hajer
Sabri, Ouidade
Institut de Recherche en Gestion (IRG)
Université Paris-Est Marne-la-Vallée (UPEM)-Université Paris-Est Créteil Val-de-Marne - Paris 12 (UPEC UP12)
IAE Paris - Sorbonne Business School
SABRI, Ouidade
Source :: American Marketing Association (AMA) Winter Academic Conference, American Marketing Association (AMA) Winter Academic Conference, Jun 2018, Nouvelle Orléans, United States
Publication Year :: 2018
Publisher :: HAL CCSD, 2018.
Abstract: International audience

Subjects :: IRG_AXE3
[SHS.GESTION]Humanities and Social Sciences/Business administration
[SHS] Humanities and Social Sciences
[SHS.GESTION] Humanities and Social Sciences/Business administration
ComputingMilieux_MISCELLANEOUS
[SHS]Humanities and Social Sciences

Language :: English
Database :: OpenAIRE
Journal :: American Marketing Association (AMA) Winter Academic Conference, American Marketing Association (AMA) Winter Academic Conference, Jun 2018, Nouvelle Orléans, United States
Accession number :: edsair.dedup.wf.001..a43abd800af2770cb68f95a253f2b58b

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