The Uninvited Brand
Susan Fournier a,*, Jill Avery b
Boston University School of Management, 595 Commonwealth Avenue, Boston, MA 02215, U.S.A. Simmons School of Management, 300 The Fenway, M-336, Boston, MA 02115, U.S.A.
Branding; Brand management; Social media; Web 2.0; Co-creation
Abstract Brands rushed into social media, viewing social networks, video sharing, online communities, and microblogging sites as the panacea to diminishing returns for traditional brand building routes
Words: 12407 - Pages: 50