A trust-based peer-to-peer digital brand equity (P2P-DBE) model

Autor:	Okai Ozbal, Teoman Duman, Omer Topaloglu
Rok vydání:	2020
Předmět:	Marketing Advertising Business Brand equity Peer-to-peer computer.software_genre computer Popularity ComputingMilieux_MISCELLANEOUS Mechanism (sociology)
Zdroj:	Journal of Marketing Theory and Practice. 28:497-520
ISSN:	1944-7175 1069-6679
DOI:	10.1080/10696679.2020.1794901
Popis:	The popularity of peer-to-peer digital brands (P2P-DBs) offers significant implications for branding theory and practice. P2P-DBs are relying on a trust mechanism that is driven by a bilateral rati...
Databáze:	OpenAIRE
Externí odkaz:	https://explore.openaire.eu/search/publication?articleId=doi_________::f0749fc59522831253abae6f9e3ada7f https://doi.org/10.1080/10696679.2020.1794901 Zobrazit plný text záznamu Plný text ve formátu PDF