The article presents the main evidences of an ongoing research project aimed to explore, for some Italian cult brands, the drivers and contents of consumer brand engagement in a digital environment. Also the empirical study of the consumer engagement involves the brand Alfa Romeo and it is carried out in accordance with the social practice theory.
Consumer Brand Engagement Exploration in Digital Environment. An Empirical Research on an Italian Cult Brand / Cantone, Luigi; Testa, Pierpaolo; Agrillo, Giancarlo. - (2013), pp. 1-34.
Consumer Brand Engagement Exploration in Digital Environment. An Empirical Research on an Italian Cult Brand.
CANTONE, LUIGI;TESTA, PIERPAOLO;AGRILLO, GIANCARLO
2013
Abstract
The article presents the main evidences of an ongoing research project aimed to explore, for some Italian cult brands, the drivers and contents of consumer brand engagement in a digital environment. Also the empirical study of the consumer engagement involves the brand Alfa Romeo and it is carried out in accordance with the social practice theory.File in questo prodotto:
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