Living brands: Consumer reactions towards online-experienced-based marketing communication

    Research output: Chapter in Book/Report/Conference proceedingChapterAcademicpeer-review

    Original languageDutch
    Title of host publicationAdvances in advertising research (vol. II): Breaking new ground in theory and practicticed p
    EditorsS. Okazaki
    Place of PublicationWiesbaden
    PublisherGabler Verlag
    Pages311-324
    Number of pages14
    ISBN (Print)978-3-8349-3134-4
    Publication statusPublished - 2011

    Keywords

    • METIS-282490

    Cite this

    Fransen, M. L., & van Rompay, T. J. L. (2011). Living brands: Consumer reactions towards online-experienced-based marketing communication. In S. Okazaki (Ed.), Advances in advertising research (vol. II): Breaking new ground in theory and practicticed p (pp. 311-324). Wiesbaden: Gabler Verlag.