Brand-to-brand engagement: contemporary issues in inter-brand communication
Éditeur :
Taylor & Francis Ltd
ISBN :
9781041001584
Date de publication :
25 janv. 2027
Dimensions :
23,4 x 15,6 cm
Langue :
Anglais
Pays d'origine :
Grande Bretagne
This edited volume provides the first comprehensive examination of brand-to-brand engagement, an emerging form of digital communication in which brands publicly interact with other brands before wider stakeholder audiences. It is designed for students, researchers, educators, with acute insights for marketing practitioners.