Practitioners’ perspective on consumer-brand engagement: comparing marketers’ and agencies’ views

Research output: Chapter in Book/Report/Conference proceedingConference contribution

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.
Original languageEnglish
Title of host publicationProceedings of the CMC Conference on Corporate and Marketing Communications
Pages1-16
Number of pages16
Publication statusPublished - 2012
EventCMC Conference on Corporate and Marketing Communications - Rennes
Duration: 18 Apr 201220 Apr 2012

Conference

ConferenceCMC Conference on Corporate and Marketing Communications
CityRennes
Period18/4/1220/4/12

Keywords

  • brand
  • client-agency views
  • consumer-brand engagement

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