Brand–brand relational moments
Marketing has evolved from being mainly transactional based to relationship driven. As social media platforms facilitated a two-way communication channel between brands and consumers, they also made it possible for brands to have their own conversations. In fact, such brand–brand conversations are f...
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| Format: | article |
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2019
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| Online Access: | http://hdl.handle.net/10725/11736 https://doi.org/10.1057/s41262-019-00163-9 http://libraries.lau.edu.lb/research/laur/terms-of-use/articles.php https://link.springer.com/article/10.1057/s41262-019-00163-9 |
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