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

Rossella Chiara Gambetti; Silvia Biraghi

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

Rossella Chiara Gambetti, Silvia Biraghi

Risultato della ricerca: Contributo in libro › Contributo a convegno

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.

Lingua originale	English
Titolo della pubblicazione ospite	Proceedings of the CMC Conference on Corporate and Marketing Communications
Pagine	1-16
Numero di pagine	16
Stato di pubblicazione	Pubblicato - 2012
Evento	CMC Conference on Corporate and Marketing Communications - Rennes Durata: 18 apr 2012 → 20 apr 2012

Convegno

Convegno	CMC Conference on Corporate and Marketing Communications
Città	Rennes
Periodo	18/4/12 → 20/4/12

Keywords

brand
client-agency views
consumer-brand engagement

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title = "Practitioners{\textquoteright} perspective on consumer-brand engagement: comparing marketers{\textquoteright} and agencies{\textquoteright} views",

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.",

keywords = "brand, client-agency views, consumer-brand engagement, brand, client-agency views, consumer-brand engagement",

author = "Gambetti, {Rossella Chiara} and Silvia Biraghi",

year = "2012",

language = "English",

isbn = "N/A",

pages = "1--16",

booktitle = "Proceedings of the CMC Conference on Corporate and Marketing Communications",

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TY - GEN

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AU - Gambetti, Rossella Chiara

AU - Biraghi, Silvia

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N2 - 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.

AB - 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.

KW - brand

KW - client-agency views

KW - consumer-brand engagement

KW - brand

KW - client-agency views

KW - consumer-brand engagement

UR - http://hdl.handle.net/10807/62875

M3 - Conference contribution

SN - N/A

SP - 1

EP - 16

BT - Proceedings of the CMC Conference on Corporate and Marketing Communications

T2 - CMC Conference on Corporate and Marketing Communications

Y2 - 18 April 2012 through 20 April 2012

ER -

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

Abstract

Convegno

Keywords

Altri file e collegamenti

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