Browsing Business Administration by Author "Hennig-Thurau, T."
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The role of the partner brand’s social media power in brand alliances
Kupfer, A. K.; vor der Holte, N. P.; Kubler, Raoul Volker; Hennig-Thurau, T. (American Marketing Association, 2018-05)Managers frequently seek strategies to profit systematically from social media to increase product sales. By forming a brand alliance, they can acquire an installed social media base from a partner brand in an attempt to ...
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