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Published in: Marketing Review St. Gallen 5/2011

01-10-2011 | Mehrwert

How Brands Can Create Social Currency – A Framework for Managing Brands in a Network Era

Authors: Dr. Markus Zinnbauer, Tobias Honer

Published in: Marketing Review St. Gallen | Issue 5/2011

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Excerpt

The impact of web-based consumer interaction on brand performance is not integrated within traditional brand equity measurement. To fill this gap, we introduce the concept of social currency that measures the positive brand impact from the presence in web-based social networks and communities. Beyond representative empirical findings from two consumer studies, practical insights and case examples outline how companies have successfully generated and nurtured social currency for their brands. …
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Metadata
Title
How Brands Can Create Social Currency – A Framework for Managing Brands in a Network Era
Authors
Dr. Markus Zinnbauer
Tobias Honer
Publication date
01-10-2011
Publisher
Gabler Verlag
Published in
Marketing Review St. Gallen / Issue 5/2011
Print ISSN: 1865-6544
Electronic ISSN: 1865-7516
DOI
https://doi.org/10.1007/s11621-011-0063-8