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Erschienen 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

verfasst von: Dr. Markus Zinnbauer, Tobias Honer

Erschienen in: Marketing Review St. Gallen | Ausgabe 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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Metadaten
Titel
How Brands Can Create Social Currency – A Framework for Managing Brands in a Network Era
verfasst von
Dr. Markus Zinnbauer
Tobias Honer
Publikationsdatum
01.10.2011
Verlag
Gabler Verlag
Erschienen in
Marketing Review St. Gallen / Ausgabe 5/2011
Print ISSN: 1865-6544
Elektronische ISSN: 1865-7516
DOI
https://doi.org/10.1007/s11621-011-0063-8