Why Social Currency Becomes a Key Driver of a Firm's Brand Equity – Insights from the Automotive Industry
| Autor: | Lobschat, Lara, Zinnbauer, Markus A., Pallas, Florian, Joachimsthaler, Erich |
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| Zdroj: | In Long Range Planning February-April 2013 46(1-2):125-148 |
| Databáze: | ScienceDirect |
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Full Text from ScienceDirect